SUMMER INTERNSHIP PROJECT REPORT ON

“Digital Marketing and Advertisements”

SUBMITTED To

Apeejay School of management

In requirement of partial fulfillment for the

degree of Master of Business Administration
In
Apeejay Satya University
UNDER THE GUIDANCE OF

Dr. Chayya Wadhwa

Submitted by: - Bhavay Mehta

MBA Semester: - 3rd
Roll No. – 28/050
Project 1
 Certificate

This is to certify that the project work done on “Content Marketing“ Submitted to Apeejay
School of Management, Dwarka by Bhavay Mehta in partial fulfillment of the requirement for
the foreign student exchange program, is to the best of my knowledge a bonafide work carried
out by him/her under my supervision and guidance. This work has not been submitted
anywhere else for any other degree/diploma. The original work was carried out from May 3, 21
to July 3, 21 in Flinkhub

Date: 5 July, 21

Jerrin Joy
Seal/Stamp of the Organization

Signature & Name of the Corporate Mentor

DECLARATION
I, Bhavay Mehta hereby declare that the report for Comprehensive Project “Digital Marketing
and Advertisements” is a result of my work and our indebtedness to other work publications,
references, if any, have been duly acknowledged.

Date: Bhavay Mehta

Place: Virtual
 ACKNOWLEDGEMENT

A summer project is a golden opportunity for learning and self-development. I consider myself
very lucky and honored to have so many wonderful people lead me through in the completion of
this project.

I have great pleasure in expressing my gratitude to Miss Safina Binte Alam, Manager at GAO
Tek Inc, who helped me get this opportunity to do my internship at GAO Tek Inc.

My thanks to Antonio Rahman, an employee at GAO Tek who took time out to hear, guide and
keep me on the correct path. A humble Thank you.

I would like to thank Dr. Chayya Wadhwa, (Professor, Apeejay school of management), for
helping me in between such an excellent opportunity.

Last but not least there were so many who shared valuable information that helped in the
successful completion of this project.

Bhavay Mehta

Bhavay Mehta
4

Table of Contents
I. Project 1...................................................................................................................... 2
II. Certificate................................................................................................................... 3
III. DECLARATION............................................................................................................. 4
IV. ACKNOWLEDGEMENT................................................................................................. 5
V. PREFACE...................................................................................................................... 8
VI. EXECUTIVE SUMMARY................................................................................................. 9
VII. Chapter 1.................................................................................................................. 10
 Introduction to Advertising & Digital Marketing Industry
 Digital Marketing
 There are usually Seven Digital marketing channels
 Learning objectives
VIII. Chapter 2.................................................................................................................. 16
 Introduction to GAO Tek INC
 Values they hold:-
IX. Chapter 3.................................................................................................................. 21
 Process line of internship:-
 Two major tools of digital marketing used in this internship:-
X. Chapter 4.................................................................................................................. 25
 Learning from the Internship
 Marketing strategy of GAO Tek Inc.
 Industry Analysis
XI. ................................................................................................................................. 32
XII. Project 2.................................................................................................................... 32
 Content Marketing
 Content Marketing Goals
 Learning Objectives
XIII. Chapter 2.................................................................................................................. 38
 Introduction to Flinkhub
 Flinkhub Analysis
XIV.
 PREFACE

In every field of education imparted to the student, working on a project plays an immense role
in bringing out and exhibiting the qualities which help implement student‘s knowledge in
practical life.

Despite the theoretical knowledge gained through classroom study, a person is incomplete if not
exposed to the ground realities of the business world. He may have to face many professional
hurdles after his graduation; these will be difficult to overcome without any firsthand experience
of business. In this context, 10 weeks of summer training has been designed to make the person
aware of the happenings of the real business world

A project training is a temporary endeavor, having a defined beginning and end (usually
constrained by date, but can be by funding or deliverables), undertaken to meet unique goals and
objectives, usually to bring about beneficial change or added value. The temporary nature of
projects stands in contrast to business as usual (or operations), which are repetitive, permanent,
or semi-permanent functional work to produce products or services.

When it comes to the practical knowledge in the “Marketing field”, there are immense areas to
be specialized in. One can go for market survey and the study of the marketing strategy or study
about the process of Marketing Department in the Firm.

Getting deep and practical knowledge of this field can be of great help to the students who are
interested in Marketing. This kind of training and projects can help the students to use their
theoretical knowledge on the practical aspects of the field.

This project on “Operational Process of Digital Marketing.” at Gao Tek is based on

understanding the operation procedure of a firm as a whole. I have taken care to deal with the
prescribed topics in sufficient depths and a very lucid language

5
 EXECUTIVE SUMMARY

As the requirements for the management program, MBA students have to undergo summer
training at an industry level for 10 weeks. I have got that opportunity to this project from a
worldwide known US-based supplier of test and measurement equipment; GAO Tek Inc.

As a part of my project work I worked on the topic “Operational Process of Digital

Marketing.”

Project Report is divided into 2 parts viz: Flinkhub digital marketing study and Gao Tek Inc.
marketing study.

The initial part of this report is done from the basic information of the company which includes
General information about the company which consists of its history and development and the
information about its all functional areas.

The latter part is of the specialization area. This part starts with a background of the study of
the project report. The part contents the literature review about digital marketing and
advertising.

In the last part, it is the detailed description of how to advertise the product, where I have
prepared a list of knowledge, skills, and attitude required by employees working in different
functional areas.

Projects are the backbones of the company and when projects are undertaken employees from
different departments come together and work as teams for the completion of the project.

The topic which I have chosen for my SIP is new for me. I had to go through a lot of work to
understand the basics of digital marketing and advertising. Also, I had to go through the concept
of advertising and how it‘s useful for the brands. It was great learning indeed.

8
Chapter 1
  Introduction to Advertising & Digital Marketing Industry

 Advertising is a form of communication for marketing and is used to encourage, persuade, or

manipulate an audience (viewers, readers, or listeners; sometimes a specific group) to continue
or take some new action. Most commonly, the desired result is to drive consumer behavior
concerning a commercial offering.

 Digital marketing is the marketing of products or services using digital technologies on the
Internet, through mobile phone Apps, display advertising, and any other digital mediums.

 Digital marketing channels are systems based on the Internet that can create, accelerate, and
transmit product value from producer to a consumer terminal, through digital networks.

 According to American Marketing Association ― Digital marketing refers to any marketing

method conducted through electronic devices. This includes online marketing efforts conducted
on the internet. In the process of conducting digital marketing, a business might leverage
websites, search engines, blogs, social media, video, email and similar channels to reach
customers.

o The Indian marketing industry is talking business today. It has evolved from being a small-
scale business to a full-fledged industry. It has emerged as one of the major industries and
tertiary sectors and has broadened its horizons be it the creative aspect, the capital employed or
the number of personnel involved.

o Indian marketing industry in very little time has carved a niche for itself and placed itself on the
global map.

o Indian marketing industry with an estimated value of Rs13, 200-crore has made jaws drop and
set eyeballs gazing with some astonishing pieces of work that it has given in the recent past.

o The creative minds that the Indian marketing industry incorporates have come up with some
mind-boggling concepts and work that can be termed as masterpieces in the field of advertising.

o Indian marketing today handles both national and international projects. This is primarily
because of the reason that the industry offers a host of functions to its clients that include
everything from start to finish that includes client servicing, media planning, media buying,
creative conceptualization, pre and post-campaign analysis, market research, digital marketing
and branding

o Traditionally, most companies have four main functions in marketing — Blogging, Affiliate
marketing, Display marketing and SEO&SMM.
12
11
  Digital Marketing

 What is Digital Marketing?

Digital marketing is the marketing of products or services using digital technologies on the Internet,
through mobile phone Apps, display advertising, and any other digital mediums. Digital marketing
channels are systems based on the Internet that can create, accelerate, and transmit product value from
producer to a consumer terminal, through digital networks.

The development of digital marketing, during the 1990s and 2000s, changed the way brands and
businesses use technology for marketing. 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 campaigns have become prevalent, employing
combinations of search engine optimization (SEO), search engine marketing (SEM), content
marketing, influencer marketing, content automation, campaign marketing, data-driven marketing,
e-commerce marketing, social media marketing, social media optimization, e-mail direct
marketing, display advertising, e-books, and optical disks and games have become commonplace.
Digital marketing extends to non-Internet channels that provide digital media, such as television,
mobile phones (SMS and MMS), callback, and on-hold mobile ring tones. The extension to non-
Internet channels differentiates digital marketing from online marketing.

 So, how is digital marketing different from traditional marketing?

The traditional manner of marketing involved businesses advertising their products or services on print
media, radio and television commercials, business cards, billboards, and in many other similar ways
where Internet or social media websites were not employed for advertising. Traditional marketing
policies had limited customer reachability and scope of driving customers’ buying behavior.

Digital marketing is a way to promote brands and products online and through other digital channels.
In addition to their website, a company might also use PPC and display Ads, email marketing, mobile
technology like smartphones, social media, and other mediums to attract and engage their target
consumers.

 Why Digital marketing?

While traditional marketing might exist in print ads, phone communication, or physical marketing,
digital marketing can occur electronically and online. This means that there are several endless
possibilities for brands including email, video, social media, or website-based marketing opportunities.
How does a business define digital marketing?

Digital marketing is defined by the use of numerous digital tactics and channels to connect with
customers where they spend much of their time: online. From the website to a business's online
branding assets digital advertising, email marketing, online brochures, and beyond -- there's a spectrum
of tactics that fall under the umbrella of "digital marketing."

The best digital marketers have a clear picture of how each digital marketing campaign supports their
overarching goals. And depending on the goals of their marketing strategy, marketers can support a
larger campaign through the free and paid channels at their disposal.

A content marketer, for example, can create a series of blog posts that serve to generate leads from a
new ebook the business recently created. The company's social media marketer might then help
promote these blog posts through paid and organic posts on the business's social media accounts.
Perhaps the email marketer creates an email campaign to send those who download the ebook more
information on the company.

 What does a digital marketer do?

Digital marketers are in charge of driving brand awareness and lead generation through all the digital
channels -- both free and paid -- that are at a company's disposal. These channels include social media,
the company's website, search engine rankings, email, display advertising, and the company's blog.

The digital marketer usually focuses on a different key performance indicator (KPI) for each channel
so they can properly measure the company's performance across each one. A digital marketer who's in
charge of SEO, for example, measures their website's "organic traffic" -- of that traffic coming from
website visitors who found a page of the business's website via a Google search.

Digital marketing is carried out across many marketing roles today. In small companies, one generalist
might own many of the digital marketing tactics described above at the same time. In larger
companies, these tactics have multiple specialists that each focus on just one or two of the brand's
digital channels.
  There are usually Seven Digital marketing channels

• Content Marketing:

Content marketing is a type of digital marketing that focuses on creating and distributing content for a
target audience. The content aims at being valuable, relevant, and (ideally) consistent. Its ultimate goal
is to drive profitable customer action.

• SEO (Search Engine Optimization):

SEO, or Search Engine Optimization, is the process of getting quality traffic from free, or organic,
search results on the search engines (like Google and Bing).

• Search Engine Marketing:

Initially, the term “search engine marketing” was used as an umbrella term for the process of gaining
both paid and free search traffic. Over time, the industry switched to using the term “SEM”, or Search
Engine Marketing, solely for paid activities.
Search engine marketing refers to a form of digital marketing that aims at increasing the visibility of a
website in search engines by using paid methods. In other words, it’s the ads you put out there on
Google AdWords and Bing Ads.

• Social Media Marketing:

Simply put, social media marketing refers to the process of using social media platforms to attract
traffic and attention. By using social media, you can increase exposure and build meaningful
relationships with your customers.

• Pay Per Click:

Pay-per-click is a model of advertising where marketers pay a fee every time people click on their ad.
It’s the process of buying visits to your site, as opposed to getting them organically via SEO or other
types of digital marketing.

• Affiliate Marketing:

Affiliate marketing is one of the popular ways people make money online these days. If your
affiliate program is successful, you might earn quite a decent passive income.

• Email Marketing:

Email marketing is one of the most popular types of digital marketing. To put it shortly, it’s the use
of email for promoting one’s products or services.
  Learning objectives

 To understand the organization as a whole.

 To understand the operational procedure of digital marketing in the company.

 Follow up on interested candidates.

 Increase social skills.

 Formal communication with foreign clients.

 Learning brand awareness.

Challenges Faced

 Generating Traffic and leads

With so many options of platforms for marketers to publish their content and even more ways to
promote it, it's hard to know where to focus the efforts. Creating high-quality content which the
audience wants is the biggest challenge.

 Time management is the big management lesson

Identifying your top priority tasks can be overwhelming if most of your tasks require the same level of
dedication. This kind of situation is unavoidable, but the key is learning how to prioritize—and
figuring out how to do that is a process that takes time.

 Excess Workload

There were moments during my internship when I was burdened with work more than I could ask for,
and as a result, I failed to deliver the desired outcome.
One possible reason used by me to avoid such situations was to get in touch with superiors, and have a
direct conversation with her stating the roles that I do, and if the load could lighten a bit on the part.
 Chapter 2

Profile of the Organization

  Introduction to GAO Tek INC

 Outstanding business ideas are what Gao Tek is all about. It strongly believes in the
philosophy that ―you are what you do, not what you claim. They do not disguise
words. Nor do they believe in throwing themselves at anyone’s head. Instead what
works for them are ideas.

 Big ideas always add value to their client‘s brands and businesses. Their main job is
to provide with best test and measurement equipment for fiber optic,
telecommunications, networks, PSTN, CATV, environment, chemical, and biomedical
test and measurement instruments that translate into a sustainable competitive edge for
their clients in an otherwise overcrowded marketplace. They are always shifting the
market to benefit their clients.

 Since their inception in the year 2001, they have come a long way by pushing
creativity to newer frontiers. This success is backed by their strong understanding of
multicultural values and by having a deeper insight into what their clients need.

 The small, cogent unit works with the discipline of a larger company to ensure greater
growth for their clients. Consistent financial goals and the aim to always grow is their
strength. Their healthy management can produce steady growth in earnings through
thick and thin.

 As a part of GAO Group, they have over 30 years of experience and have served
customers in more than 50 countries. They bring you peace of mind knowing their
engineers right down to sales staff are knowledgeable about their test equipment and can
provide you with a reliable system, quality hardware and customized software, quicker
than their competitors

13
  Values they hold:-

 Integrity:

They believe in being straight, honest and fair with their clients, their people and their

suppliers.

 Dedication:

More attention; more commitment; more energy. They always strive to achieve the highest

standards in everything they do.

 Curiosity:

They’re always curious. They listen. Because they believe that the only way to generate

new ideas is to have an open mind. They are never satisfied with the status quo as there is

always a better way.

 Innovation:

It lies at the heart of everything they do. And they use it judiciously to respond to the consumers

changing needs. They are always searching for an outstanding business-building idea.

 Rapidity:

They believe that today time is more valuable than money. And their approach to business

stands testament to this belief. Rapid decision-making and flexibility go hand in hand when it

comes to the manufacturing industry. 15

 Here are some of the products they sell:-

 OTDR
 Fusion Splicers
 Fault Locators
 Telecommunication testers
 Electronic measurement instruments
 Civil engineering products
 Chemical engineering product.

Major testers and services of GAO Tek Inc.

Products:-

  GAO-GFL-101 Portable DC Ground Fault Detector

  Hydrogen Peroxide Gas Detector (Two Alarms, Storage)
  Benchtop Ion Meter for Sodium-Ion (High Accuracy)
  Gaotek High Precision Optical Multi-meter
  Gaotek Digital RF Millivolt meter and Frequency Counter

Services:-

  Global Virtual Summits

GVS targets technical, medical, marketing, HR, finance and management professionals, executives,
investors and entrepreneurs from all industries in the world.

GVS is attracting thousands of speakers and hundreds of thousands of attendees in 2021, and tens of
thousands of speakers and millions of attendees in 2022.

GVS consists of two parts: GVS – Emerging ICT Technologies hosted by GAO Tek Inc. and GVS –
IoT, RFID, and Cloud & Drone hosted by GAO RFID Inc. These two parts of GVS cover different
topics, however, they utilize the same requirements for presentations, the same sponsorship fees, the
same agenda and the same memberships.
Brands that GAO Tek is associated with:-

  Alcatel.
  Telcorida Technologies.
  Qualcomm.
  Lucent Technologies.
  Oracle.
  IBM.
  Cisco Systems.
  Microsoft.
  3 Com.
  Kofax.
  HP Invent.
  Intel.
  DWL.
  Delloite.
  Boeing.
  Corel.
  Dell.
  Philips.
  LG.
  Motorola.
 Chapter 3
Job Description and Functional Profile

 Process line of internship:-

Locations allocation
 Searching up the potential clients on Linked and other
social media

Follow up to be done every day on the client’s email.

Market Research- Understanding the insights of the

clients.

Creative Brief given to the clients about the latest

summits.

Create a CRM lead on the Bitrix software by adding

observers i.e. Mentor, CEO, Managers.

Informing the mentor and try to get a prospective

application from the client.

Every week report to be submitted

  Two major tools of digital marketing used in this internship:-

1. LinkedIn Marketing
2. Email Marketing

 LinkedIn Marketing:

When LinkedIn was launched in May 2003, it was

mainly perceived as a professional networking site.
However, in less than two decades, LinkedIn has
attracted 660 million users spread across 200 countries.

The biggest advantage of LinkedIn is that it is frequented

by many senior-level influencers, decision-makers, and
thought leaders. Unlike other social networking sites
such as Facebook and Instagram, LinkedIn offers a
goldmine of opportunities for B2B marketers.

 E-Mail Marketing:

Many things contribute to the success of your email marketing strategy, from the content you
create to the time you send your emails. One thing is certain, though: email marketing is far
from being dead and should be part of your overall digital marketing to promote the
product/services/offers of the company.

If you go a little deeper, email marketing might also refer to building relationships with your
customers. Ideally, emails you send out to your clients should not only speak at them but also
encourage meaningful interaction with your brand.

The strategy we followed:

• Planning.
• Design &Develop.
• Text or the body of the e-mail.
• Delivery of the e-mail.
• Tracking and monitoring of the data.

These 5 are the most important parameters for any e-mail campaign to be effective.
But as per DMI, for e-mail campaigns, you need to follow 4 steps such as:
Data: You need to have Data (Validated) to send successful e-mails.
Design: The design of the e-mail should be professional.
Delivery: Scheduling of e-mails and delivery details.
And Discovery: Track and monitor data of open rate.

Locations assigned:-

 Idaho, USA
 Arizona, USA
 Texas, USA
 Nebraska, USA
 Rhode Island, USA
 Lowa, USA

24
 Chapter 4

Learning Experience and the Insights Gained

 Learning from the Internship

 Gained insight into the different tools and techniques that will be helpful in a career in digital
marketing.
 There is a lot of difference between theoretical knowledge and practical application during this
internship I learned about social skills and practical application in the industry.
 I gained knowledge of how to rank yourself and your company in a particular location.
 Digital marketing is much more than a single field it has a lot of subdomains so in this
internship, with GAO Tek I learned majorly about LinkedIn marketing and email marketing in
the international environment.
 I also learned about the flexibility of timing and handling pressures in the working place.
 The major skill I got from this internship is how to communicate formally as it’s the necessity
of every student who wants to pursue a future in marketing should be fluent in communication
and always be able to communicate their thoughts to others.
 In this internship, I also learned about the Bitrix CRM software that is one of the important
software in the marketing industry.

After all this knowledge I know what I want to do in the future. It also made me fully prepare
for the learnings I want to pursue and the field I want to expertise in the digital marketing.

 Insights gained

 People are everything.

People are what make businesses move. They are the blood and sweat that keeps the ball
rolling. Part of working with people is forming the correct mindset on how to handle situations.
I found it was more important to focus on helping other people. The most important person I
could help was my new colleagues. They had the task of managing new location to the working
world.

 I can always learn something new.

Coming into this internship, I thought I knew it all. I was a little narrow-minded and naïve.
Throughout this internship, I realized how little I actually knew and, more importantly, how
much I could learn and contribute to the team. I’ve realized ideas form through collaboration,
giving everyone the ability to build upon an idea or take it in a completely new direction.
 Marketing strategy of GAO Tek Inc.

The term “marketing plan” has several possible, valid definitions. Sometimes it refers to the
corporation’s marketing strategy, built upon a firm’s core values and competencies. Often
"marketing plan" really equates to a marketing communications plan. Or in many cases, a
marketing plan is the actual plan for marketing a specific product. These are all different things,
and while they support each other, they are not interchangeable.

We there at Demand Metric believe it is time to bring order to this chaos, and to do so, they’ve
developed a model to help distinguish a marketing strategy from a marketing communications plan
from a product marketing plan.

As this model suggests, the marketing strategy is at the top of the hierarchy, because it drives all
marketing activities. The marketing strategy is concerned with values, vision, current situation and
objectives, which lead to developing a comprehensive strategy that is then budgeted for and
measured.

The Demand Metric Marketing Strategy methodology is in final draft stage and will publish in the
very near future. The creation of a firm’s marketing strategy ideally involves the executive team,
with marketing leading the process.

o Objectives – The success criteria for this product in its market.

o Product – Product positioning, applications, differentiation and pricing.
o Market – A detailed market understanding for the product.
o Competition – Who you’re up against and what that means.
o Plan – Channels, promotion strategy, sales considerations, budget and schedule.
o Launch – Orchestrated, intentional movement of your product into the market.
  Industry Analysis

 Connector Market size surpassed USD 60 billion in 2019 and annual installation is anticipated
to exceed 6 billion units by 2026. Increasing demand for high speed data transmission across
computers & peripherals will propel industry growth of connectors. PCB connector units
accounted for dominant market share in 2019.

 Lockdown of manufacturing operations, and shortage of workforce are few eminent

factors that will limit the installation of these units. Despite the economic slowdown, the
market outlook is anticipated to recover by the fourth quarter of FY2020, as the
manufacturing operations recommence after the lockdown.

Market Analysis

Market Size in 2020 60 billion USD

Forecast Period 2020-2026

Forecast Period 2020 – 2026 CAGR 7.20%

Growth Drivers o Positive outlook toward automobile industry

o Expanding telecommunication industry
o Rapid urbanization along with growing
demand for consumer electronic devices
Pitfalls & Challenge o High penetration of low-quality products

 The study features a detailed analysis of industry trends across the globe segmented on a regional
& country basis across product and end-use. Moreover, the market forecasts & estimates are in line
with the data represented by authorities including the Energy Information Administration (EIA),
International Energy Agency (IEA), World Bank, government regulatory bodies, and company
press releases.
 Growing demand of electrical devices

 The significantly growing semiconductor industry has propelled the PCB connector
market demand in the last few years. The PCB connectors are primarily categorized into
three types which includes wire-to-board for linking individual wires to PCBs, cable-to-
board for aligning circular or ribbon cable to PCBs and board-to-board for connecting
two or more PCBs together.

The rising applications for consumer electronics devices such as white goods and brown goods will
proliferate the market growth extensively. In addition, the growing usage of automation technology
across various sectors including industrial, automotive, and defense will further drive the market
statistics of PCB connectors over the forecast period.

The versatility of connectors is reflected across the diverse industrial applications where they are
utilized for numerous purposes. The telecom connectors are used to enhance the exchange rate of large
data via electronic or electrical means over a long distance. The telecom connectors segment is
expected to register a market growth of over 8% during 2020 & 2026 on account of rising demand for
connectivity and internet access.
Professional Skills Required for the digital marketing internship:-

SEO & SEM

Search Engine Optimization (SEO) is key to all levels of digital marketing and as such, anyone going
into the field must have at least a basic handle on it. Search Engine Marketing (SEM) inform your
entire digital strategy on both a data and content level.

Content Marketing

Content is the core of digital marketing and content marketing will continue to be a crucial part of the
game no matter what happens. But content marketing is a huge job in itself.

Understand Design-Based Thinking & Planning

Design Thinking is a term that basically refers to a way of approaching problems from a user-centered
perspective. The approach essentially encourages us to think in a human-centered way when solving
large-scale complex problems.

Be Persuasive

A great digital marketing leader will not only show up with great people skills; but they’ll also be able
to combine analytical thinking with creative-problem solving to help teams come up with innovative
campaign ideas to drive businesses forward.

Highlight Unusual Skill Sets

As far as soft skills go, great digital marketers should be curious, enjoy versatility, forward-thinking,
business-focused and strategy-centered. But there is plenty of room in this field for all kinds of
personalities and skills sets.

Other skills required

You must be tech-savvy and ideally come from a technical background.

A degree in IT or computer science/applications is great to have.

You must have excellent English communication skills and the ability to connect with people.

You should be comfortable calling people in UK or Europe.

You must have a passion and drive for getting things done.

You must be driven and able to work in a high-paced and dynamic work environment.

You must be driven, open-minded, flexible and able to work independently in a high-paced tech-

savvy and dynamic work environment.
 Softwares used:-

Bitrix 24

Bitrix 24 Mobile App

Bitrix24 mobile app is an integral part of the Bitrix24 ecosystem. It comes in super handy when you're
on the go or have to work from home

Bitrix Desktop

Bitrix24 desktop app really shines when it comes to working with projects or having video
conferences.

Outlook

Microsoft Outlook is a computer software program. Outlook offers several services such as email
management, an address book, notebook, a web browser and a calendar where you organize future
meetings and plan your schedule.

LinkedIn

Businesses need solid online presence to keep up with increasingly competitive market.
LinkedIn is a very powerful platform to help you jump-start that presence.
Project 2
  Content Marketing

Content marketing is defined as “a strategic marketing approach focused on creating and distributing
valuable, relevant, and consistent content to attract and retain a clearly defined audience — and,
ultimately, to drive profitable customer action.”

What is the use of content marketing?

The growth of the World Wide Web, social networks, and mobile technologies has changed the
relationship between consumers and businesses. Average consumers today don’t buy a product just by
passively watching its advertisement on a billboard. They research on Google to compare similar
products, read the product’s review online by experts, and even ask their friends on social networks,
before spending their money.

As a result, businesses need to rethink their traditional marketing strategies and channels if they want
to earn the trust of their customers and influence their buying decisions. This is where content
marketing plays an important role. It helps businesses to attract potential consumers’ attention towards
their products by highlighting and promoting their key features.

Why are You Creating the Content?

Defining your content goals is the first step.

 Why do you want to create a specific type of content?
 What is it that you want to accomplish?
 Does the content strategy match your overall business goals?
These are important questions that need to be answered.

Identifying your target audience is the easy part. What is more challenging for a business is to
understand the pain points of its customers. Once you grasp the problems of your consumers and
understand their requirements, you would be able to come up with perfect solutions to cater to
those particular requirements.

When you want to create a content marketing strategy, finding out about your audiences and their
needs is the most important task. But how do you make sure that you have penned down the real
problems of your customers and not just imagined them?

Content marketing is important for both B2C and B2B companies; however, what is the difference
between both of them. In a simple way, B2B content marketing is more about engagement, on the
other hand, B2C is more about the actual conversion to a sale.

Anyhow, in the long term, the most successful B2C marketers will likely be those who focus on deeper
parts of the customer journey, for instance; using content marketing to generate sales\revenue and to
build a loyal audience.
  Content Marketing Goals

Some of the data collected by the digital marketing community over the content
marketing

 Only 84% of B2C marketers have used content marketing, successfully in the last 12 months to create
brand awareness.
 The top 3 goals that were achieved in the last 12 months were creating brand awareness by 48%,
educating the audience by 75% and building trust by 65%.
 The rest of the goals were generating demand\leads by 61%, building loyalty with existing clients and
customers by 55%, supporting the launch of a new product by 51%, nurture subscribers\audience\leads
by 49%.
 The lowest percentage goes to generating sales\revenue by 48%, building a subscribed audience by 38%
and driving attendance to one or more in-person events by 36%.

Marketing is impossible without great content

Regardless of what type of marketing tactics you use, content marketing should be part of your process, not
something separate. Quality content is part of all forms of marketing:

 Social media marketing: Content marketing strategy comes before your social media strategy.
  SEO: Search engines reward businesses that publish quality, consistent content.
 PR: Successful PR strategies address issues readers care about, not their business.
 PPC: For PPC to work, you need great content behind it.
 Inbound marketing: Content is key to driving inbound traffic and leads.
 Content strategy: Content strategy is part of most content marketing strategies.

Content Marketing according to two of the great authors.

Why content marketing works better than traditional marketing?

Traditional marketing, as you already know, is one-way. You’re constantly telling people to do
business with you whether at that time, they want to do business with you or not. The traditional
marketing doesn’t care whether people want to hear from you or not.

 Traditional marketing uses channels that have already been built. The entire process is
 unscientific. People come across your marketing message when they are least expecting it or
even when they are feeling hostile towards it.
 Content marketing on the other hand, allows you to build your own broadcasting channel.
When you develop and publish useful content, people seek you out to access that content on
their own. You don’t have to advertise.

People come to your website or the platform you use to publish your content, on their own
By developing, publishing and distributing useful content on a prolonged basis, you develop a loyal
audience of people who look forward to hearing from you.
You, your business name, or your brand, becomes familiar to them and they begin to trust you because
of the non-stop value you deliver.
After you have successfully implemented your content marketing strategy, there are two ways people
will do business with you:

Scenario 1: They need what you provide and they know you provide it and since they already know
you and trust you, they approach you rather than someone they don’t know.

Scenario 2: You tell them what you provide and if and when they need it, they are going to get it from
you rather than someone they don’t know.

So, the basic purpose of Content Marketing is, to be present in people’s lives in such a manner that you
provide value to them on an ongoing basis while making sure they always remember what business
you are in.

Once you have created such presence its positive impact is long-lasting.

What is valuable content in Content Marketing?

It depends on your business. You can develop, publish and distribute useful content by

 Keeping people informed

 Educating people
 Making them laugh or making them feel sentimental
 Reviewing products and services for them
 Providing them privileged information

Basically, providing them something they value, something that they don’t mind getting access to or
being delivered on an ongoing basis.

This, is what valuable content is.

 Learning Objectives

.
 Keeping new ideas flow.
 Learning varied writing styles
 Stick to this point and avoid wandering to different topics
 Giving a new makeover to your content piece.
 Forming a killer headline
 A detailed proofreading of the content
 Deliver Value through my Content
 Creating a Conclusion to Remember
 Ponder Upon the Feedback of the others.
 Chapter 2

 Introduction to Flinkhub

Flinkhub is a social app designed for learning. On Flinkhub, creators build their learning community,
to engage their audience and sell their offerings. Lists Featuring This Company Asia Information
Technology Companies (Top 10K).
On Papertown, creators build their learning communities called 'towns'.
In these towns, you can learn & network with people having same career goals. The town creators use
their knowledge & experience to get you closer to your goals.

With the aid and advancement of technology, we have witnessed Deep Learning application spreading
across all domains and spheres of life. Artificial Intelligence, Machine Learning, IOT, Blockchain are
considered as the next big thing in the world of technology and the same applies for digital Learning.

Websites and Social media pages

Website:-Home | Papertown Learning Communities

Blog:-Flinkhub Blog - Career & Learning Communities
Facebook:-https://www.facebook.com/1593387314300824
LinkedIn:-https://in.linkedin.com/company/flinkhub

Focus Areas

 Coordinate Resources
 Share Best Practices
 Ensure Course Quality
 Generate Economies of Scale
 Collect, Analyze, Evaluate Data
 Digital Transformation

Mission

Flinkhub is dedicated to supporting faculty, contributing to teaching excellence, and enhancing

student success through: exemplary instructional design, effective application and integration
of instructional technologies, interactive digital media development, administration and
enhancement of the school learning management system (Blackboard), and the deployment of
innovative emerging technologies.

ELearning alignment contributes most directly to: "excellent teaching"

Vision

Flinkhub viz Papertown will be nationally recognized as a leader in the application of innovative
instructional technologies that facilitate the next generation of teaching and learning

Values
 Excellence – Excellence in all services and support with exceptional customer service.
Contributing to students’ performance and success with dedication and commitment to
supporting exemplary instruction.

Integrity – Value honesty, fairness, and openness with attention to detail and being
dependable while making wise decisions.

Inquiry – Encourage lifelong pursuit of knowledge to expand the understanding of the

world through leveraging technology services and solutions in and out of the classroom.

Inclusiveness – Incorporating multiple voices and experiences by valuing identities,

perspectives, and backgrounds.  Strengthening and expanding possibilities through
technology to increase accessibility and remove barriers.

Community – Value connections, sharing, and communication to promote collaboration

and ideas and resource sharing.

Sustainability – Contribute to resource sharing while promoting technological solutions

that contribute to sustainable principles.

Innovation – Encourage and appreciate innovative application of new ideas,

technologies, and teaching and learning principles and methods.

Top Courses and services offered by Flinkhub

o Placement Preparation Program 2020

o Become a Data Scientist: Industry Projects & Placement assistance
o Algorithmic Trading & Quantitative Finance (Live project)
o Cracking SEO in 2020
o Data Science guided project: Nutrition analysis of restaurant menus
o Quant Finance workshop: Implement an Algo trading strategy using Python

 Flinkhub Analysis

 Flinkhub Page Views Per user

A simple definition for a page view can relate to a user viewing a web page. A user can also browse
more than one page per website visit. Google Analytics describes a page view as the following: “A
view of a page on your site that is being tracked by the Analytics tracking code.”

Google Preview

This is an example of what Flinkhub’s Title Tag and Meta Description look like in Google search
results.
While Title Tags & Meta Descriptions are used to build the search result listings, the search engines
may create their own if they are
Missing, not well written, or not relevant to the content on the page.
Title Tags and Meta Descriptions are cut short if they are too long, so it's important to stay within the
suggested character limits

Papertown Learning Communities

papertown.app/
Join learning communities run by experts

Competitors of Flinkhub
6