Summer Internship Project Report

STUDY OF OPERATION PROCESS OF DIGITAL MARKETING

Submitted in partial fulfilment of PGDM program
2020-21

Submitted by:
Bhavay Mehta 28/050

Faculty Mentor Corporate Mentor

Dr. Chhaya Wadhwa Mrs. Safina Binte Alam
Assistant Professor (Team lead) (GAO Tek)
Apeejay School of Management Mr. Jerrin Joy
(Director) (Flinkhub)

Apeejay School of Management

New Delhi
Internship at GAO Tek Inc.
&
Flinkhub
(Digital Marketing Intern)
 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

Bhavay Mehta
 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 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
Table of Content
s

I. Certificate................................................................................................................... 2
II. DECLARATION............................................................................................................. 3
III. ACKNOWLEDGEMENT................................................................................................. 4
IV. PREFACE...................................................................................................................... 7
V. EXECUTIVE SUMMARY................................................................................................. 8

VI. Project 1.............................................................................................................. 9

VII. Chapter 1.................................................................................................................... 9
 Introduction to Advertising & Digital Marketing Industry
 Digital Marketing
 There are usually Seven Digital marketing channels
 Learning objectives
VIII. Chapter 2.................................................................................................................. 15
 Introduction to GAO Tek INC
 Values they hold:-
IX. Chapter 3.................................................................................................................. 20
 Process line of internship:-
 Two major tools of digital marketing were used in this internship:-
X. Chapter 4.................................................................................................................. 24
 Learning from the Internship
 Marketing strategy of GAO Tek Inc.
 Industry Analysis

XI. Project 2............................................................................................................ 31

XII. Chapter 1.................................................................................................................. 31
 Content Marketing
 Content Marketing Goals
 Learning Objectives
XIII. Chapter 2.................................................................................................................. 37
 Introduction to Flinkhub
 Flinkhub Analysis
  Competitive Analysis of Flinkhub
XIV. Chapter 3.................................................................................................................. 42
 Job Description
 Job Responsibilities Assigned
 Strategy Followed by Flinkhub
XV. Chapter 4.................................................................................................................. 46
 Insights Gained
 SWOT Analysis
 Business Process learned
XVI. Chapter 5.................................................................................................................. 53
 Recommendations
 Conclusion
 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.

No matter the theoretical information won through classroom, someone is incomplete if no

longer uncovered to the floor realities of the commercial enterprise international. He may also
must face many professional hurdles after his graduation; those might be difficult to overcome
without any firsthand revel in of enterprise on this context, 10 weeks of summer internship has
been designed to make the character privy to the happenings of the actual global business.

A project training is a temporary endeavor, having a defined beginning and quit (normally
limited with the aid of date, but can be through funding or deliverables), undertaken to meet
specific goals and tasks, usually to result in useful alternate or delivered cost. The transient
nature of tasks stands in assessment to commercial enterprise as usual (or operations), which can
be repetitive, permanent, or semi-everlasting functionally to provide through 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
 EXECUTIVE SUMMARY

As the necessities for the control program, MBA college students must undergo summer time
training at an industry degree for 10 weeks. I’ve got that opportunity to this challenge from an
international regarded US-primarily based dealer of test and dimension device; GAO Tek Inc.

As a part of my project work I labored on the topic “ Operational manner of digital marketing.”

The preliminary part of this report is completed from the basic records of the company which
includes general information approximately the company which includes its reports and
improvement and the information it’s all practical regions.

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.
 Project 1

Chapter 1

The Area of Internship and Learning Objectives

  Introduction to Advertising & Digital Marketing Industry

Advertising is a form of communication for marketing and is used to encourage, persuade or entice
viewers (viewers, readers, listeners or even specific groups) to continue or display new behaviors.
Most often, the desired outcome is to guide consumer behavior associated with the product.

• Digital marketing is the marketing of products or services that use digital technology on the Internet
through mobile applications, digital screens and other digital media.

• Digital marketing channels are internet-based systems that can create, accelerate and send the value
of products from producers to consumer devices through digital networks.

• According to the American Marketing Association, digital marketing refers to any method of
marketing that uses electronic devices. This includes the online marketing efforts that take place on the
Internet. In the process of digital marketing, businesses can take advantage of websites, search engines,
blogs, social networks, videos, emails, and similar channels to reach their customers.

 The Indian marketing industry today is talking about business. It has grown from a small business
to a full-fledged industry. It emerged as a primary and tertiary industry and broadened its horizons
as an aspect of creativity, capital employed or the number of people involved.

The Indian marketing industry has developed a niche market in a very short period of time and is
positioned on the world map.

The Indian marketing industry, worth an estimated Rs. 1.32 billion, has exploded and eye-opened
with some of the amazing work it has created in the past.

 The creative mindset of the Indian marketing industry has created a great concept and work that is
a masterpiece of advertising.

 Marketing India manages national and international projects today. This is largely due to the fact
that the industry offers its customers a wide range of features from start to finish, including
customer service, media planning, media purchases, images, ideas, creatives, and before and after
campaigns. Analysis, Market Research, Digital Marketing, Branding

 Traditionally, most companies have four main functions in marketing: blogging, affiliate
marketing, display marketing, SEO, and SMM.
  Digital Marketing

 What is digital marketing?

Digital marketing is the marketing of products or services using digital technology over the Internet
through mobile phone applications, digital displays and other digital media. . Digital marketing funnels
are internet-based systems that can create, accelerate, and send the value of products from
manufacturers to consumer devices through a digital network.

The growth of digital marketing in the 1990s and 2000s changed the way brands and businesses use
technology to market. Search Engine Optimization (SEO) and Search Engine Marketing (SEM) as
digital platforms become more integrated into marketing plans and daily life, and people use digital
devices instead of going to physical stores. Digital marketing campaigns that incorporate the above
have become popular. Content Marketing, Influencer Marketing, Content Automation, Campaign
Marketing, Data Driven Marketing, Ecommerce Marketing, Social Media Marketing, Social Media
Optimization Conferences, Direct Email Marketing, Display advertising, electronic books, optical
discs and games of the day. Digital marketing extends to non-Internet channels that provide digital
media such as television, mobile phones (SMS and MMS), callbacks, and pending mobile ringtones.
Expansion to non-Internet channels distinguishes between digital marketing and online marketing.

 Digital marketing vs. traditional marketing?

Traditional marketing is where companies advertise their products and services in print, radio and
television advertising, business cards, billboards, and many other similar ways in which corporate
internet sites and social networks are not used for advertising. That is. Traditional marketing policies
have limited the reach of customers and the scope of buying behavior.

Digital marketing is a way to promote your brand or products online or through other digital channels.
In addition to websites, businesses can use mobile technologies such as PPC and display advertising,
email marketing, smartphones, social media, and other means to engage and engage attract target
consumers.

 Why digital marketing?

Traditional marketing can exist in print advertising, telephone communications or physical marketing,
but digital marketing can be done online and electronically. This means that brands have a myriad of
different possibilities, including email, video, social media, and website marketing opportunities.
How does the company define digital marketing?

Digital marketing is defined as using a large number of digital tactics and channels to connect with
customers who spend a lot of time online. From websites to corporate online branding assets, there are
many tactics that fall under "digital marketing," such as digital advertising, email marketing, and
online brochures.

The best digital marketers have a clear idea of how each digital marketing campaign supports an
overall goal. Additionally, depending on the goals of your marketing strategy, marketers can support
larger campaigns through free and paid channels.

For example, a content marketer might create a series of blog posts that help a company generate leads
from the new eBooks it has recently created. Your company's social media marketers can then help
promote these blog posts through paid and organic posts to your company's social media accounts.
Perhaps email marketers are creating email campaigns to send detailed information about their
business to people who download eBooks.

What do digital marketers do?

Digital Marketers are responsible for brand awareness and lead generation across all free and paid
digital channels available to businesses. These channels include social media, company websites,
search engine rankings, email, display advertising, and company blogs.

Digital marketers often focus on key performance indicators (KPIs) that vary across channels so they
can accurately measure performance for each. For example, a digital SEO marketer measures a
website's "organic traffic" from a site visitor who finds a page on a company's website through a
Google search. .

Digital marketing is practiced in many marketing roles today. In small businesses, people in general
can own many of the above digital marketing tactics at once. At large companies, these tactics have
multiple specialists, each focusing on 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 content and delivering it to
your target audience. The content should be useful, relevant, and (ideally) consistent. Its ultimate goal
is to create actions that benefit customers.

• Search Engine Optimization (SEO):

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

• Search Engine Marketing:

Originally, the term "search engine marketing" was used as a general term to refer to the process of
getting free and paid search traffic. Over time, this industry has used the term "SEM" or search engine
marketing only for the paid business.
Search engine marketing refers to a form of digital marketing aimed at increasing the visibility of your
website in search engines using paid methods. In a nutshell, these are ads that run on Google AdWords
and Bing Ads.

• Social Media Marketing:

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

• Click-based billing:

Click-based billing is an advertising model where marketers pay a fee each time they click on an ad.
This is the process of purchasing a visit to your website rather than getting the visit organically through
SEO or other types of digital marketing.

• Affiliate Marketing:

Affiliate Marketing is one of the most popular ways to make money online these days. If your affiliate
program is successful, you can earn a decent passive income.

• Email Marketing:
 Email Marketing is one of the most popular types of digital marketing. Simply put, it's the use of
email to promote your product or service.

 Learning objectives

 To apprehend the business as a whole.

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

 Follow up on involved clients.

 Increase social abilities.

 Formal conversation with foreign clients.

 Learning brand awareness.

 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
  Values they hold:-

 Integrity:

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

suppliers.

 Dedication:

Pay more attention. More commitments; more energy. They are always striving to reach the highest
standards in everything they do.

 Curiosity:

They are always curious. They listen. They believe that the only way to come up with new ideas is to
have an open mind. They are never happy with the status quo because there is always a better way.

 Innovation:

It is at the heart of everything they do. And we use it carefully to meet the changing needs of
consumers. I am always looking for ideas for starting a business.

 Speed:

They believe that time is worth more than money these days. And their approach to business is a
testament to this belief. When it comes to manufacturing, rapid decision-making and flexibility go
hand in hand.
 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
 Market Research- Understanding the insights of the
clients.
Follow up to be done every day on the client’s email.

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 were used in this internship:-

1. LinkedIn Marketing
2. Email Marketing

 LinkedIn Marketing:

When LinkedIn launched in May 2003, it was primarily

seen as a professional networking site. But in less than
20 years, LinkedIn has attracted 660 million users in 200
countries.

LinkedIn's biggest benefit is that it is frequently visited

by many prominent influencers, decision makers, and
sort managers. Unlike other social media sites like
Facebook and Instagram, LinkedIn offers a great
opportunity 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: Email delivery schedule and details.
And Discovery: Track and monitor open rate data.

Locations assigned:-

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

Challenges Faced

 Traffic and Lead Generation

With so many platform options for marketers to publish their content and more ways to promote their
content, it can be difficult to know where to focus. The biggest challenge is to create the high quality
content that your viewers want.

 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 4

Learning Experience and the Insights Gained

 Learning from the Internship

 Gained insight into the exclusive tools and techniques that will be helpful in a career in virtual
marketing.
 There is a lot of difference between theoretical information and practical application during this
internship I found out about social abilities and practical utility within the industry.
 I gained knowledge of how to rank yourself and your company in selected vicinity.
 Digital marketing is a great extra deal than a single field it has a whole lot of subdomains so in
this internship, with GAO Tek I found out majorly about LinkedIn advertising and email
marketing inside 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 predominant ability I know what I want to do in the future. It also made me fully
prepare for the learnings I want to pursue a destiny in the field of digital marketing.

 Insights gained

Humans are everything.

People run the company. Blood and sweat keep the ball rolling. Part of working with people is
practicing the right way of thinking about how to handle situations. Turns out it's more
important to focus on helping others. The most important people I can help are my new
colleagues. They are responsible for managing new places in the real world.

I can always learn new things.

Coming to this course, I think I know everything. I'm a bit tight and naive. Through this
internship, I realized that I didn't know much and, above all, how much I could learn and
contribute to the team. I realize that ideas are formed through collaboration. It allows anyone to
build on their ideas or go in a whole new direction.
 Marketing strategy of GAO Tek Inc.

The term "marketing plan" has several valid definitions. It can also refer to a company's
marketing strategy based on its core values and skills. In many cases, a "marketing plan" is
actually the equivalent of a marketing communications plan. Or, in many cases, a marketing
plan is the actual plan for selling a particular product.
These are all different and support each other, but they are not compatible. According to the
demand index we believe it is time to face this turmoil, and to that end, we have developed a
model that distinguishes between marketing strategies and marketing communication plans.
Use a product marketing plan.

As this model shows, marketing strategies are at the top of the hierarchy because they drive all
marketing activities. Marketing strategies deal with values, visions, current situations, and
objectives, leading to the development of an overall strategy, which is then estimated and
measured.

The marketing strategy methodology for demand indicators is in the final stages of writing and
will be released shortly. Ideally, creating a marketing strategy for your company involves a
management team where marketing leads the process.

 Purpose-The criteria for the success of this product on the market.

 Product-Product Position, Application, Differentiation, Price.
 Marketplace-Insights on product markets.
 Competition: who are you up against and what it means.
 Planning-Channel, promotional strategy, business considerations, budget and plan.
 Launch - Intentional and organized movement of a product on the market.
  Industry Analysis

 Connector market was expected to surpass $60 billion in 2019 and annual installations to
exceed $6 billion by 2026. Growing demand for high-speed data transmission between
computers and equipment has driven the growth of the connectivity industry. PCB
connector units have shown a 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 for electrical devices

The growing semiconductor industry has been driving demand in the PCB connector market in recent
years. PCB connectors are divided into three main types. A wired board for connecting single wires to
a PCB, a cable board for aligning round or flat cables to a PCB, and a board for connecting two or
more PCBs.

The growth of consumer electronics applications such as home appliances and home appliances drives
the growth of the entire market. In addition, the increasing use of automation technology in various
industries, including industry, automotive and defense, will further increase the PCB connector market
statistics during the forecast period.

The versatility of connectors is reflected in different industrial applications used for different
purposes. Telecom connectors are used to accelerate the exchange of big data over long distances by
electronic or electrical means. The telecom connected devices segment is expected to experience a
market growth of over 8% during 2020-2026 due to increased internet access and connectivity demand.
 Expert Skills Required for a Digital Marketing Intern:

SEO and SEM

Search engine optimization (SEO) is the key to all levels of digital marketing, so anyone entering this
field must have at least the skills of base. Search Engine Marketing (SEM) informs you about your
entire digital strategy in terms of data and content.

Content Marketing

Content is at the heart of digital marketing and content marketing remains an important part of the
game no matter what. But content marketing itself is a big deal.

Understanding Design Thinking and Planning

Design Thinking is a term that refers to approaching problems from a user-centered perspective.
Fundamentally, this approach encourages human-centered thinking when solving complex large-scale
problems.

Persuade

A good digital marketing leader not only develops good people skills, but also combines analytical
thinking and creative problem solving to come up with creative ideas for campaigns that empower
teams to move the business forward.

Unusual Skill Set Highlights

When it comes to soft skills, good digital marketing professionals need to be curious, flexible,
forward-looking, business-oriented, and strategy-oriented. However, there is plenty of room for all
kinds of personalities and abilities in this area.

Other skills required

 You should be familiar with the technology and ideally have a technical background.

 It's great to get a degree in computer science or computer science / applied science.

 You need good English communication skills and the ability to communicate with people.

 It is very comfortable to call people in UK or Europe.

 You must have the passion and desire to do things.

 You must be motivated and able to work in a dynamic and dynamic work environment.

 You must be able to work independently in a dynamic, dynamic, open-minded, flexible and
tech-savvy work environment at a fast pace.
 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 shines when it comes to working with projects or having video conferences.

Outlook

Microsoft Outlook is computer software. Outlook provides several services for organizing and
scheduling future meetings, including email management, lists, notebooks, web browsers, and
calendars.

LinkedIn

Businesses need a strong online presence to keep pace with the increasingly competitive market.
LinkedIn is a very powerful platform to increase your presence.
 Project 2

Chapter 1

The Area of Internship and Learning Objectives

  Content Marketing

Content Marketing creates and maintains valuable, relevant and consistent content to attract and retain
a well-defined audience and ultimately foster beneficial customer behavior. It is defined as a
"distribution focused strategic marketing approach".

What is content marketing for?

The growth of the World Wide Web, social networks and mobile technology has changed the
relationship between consumers and businesses. The average consumer today does not buy a product
simply by looking passively at a billboard. A Google survey to compare similar products, read expert
reviews on online products, and ask social media friends before spending any money.

Therefore, companies need to rethink traditional marketing strategies and channels if they are to earn
customer trust and influence their purchasing decisions. Content marketing plays an important role
here. By emphasizing and promoting key features, it helps businesses draw the attention of potential
consumers to their products.

Why create content?

The first step is to define your content goals.

• Why do you want to create a particular type of content?
• What do you want to achieve?
• Is your content strategy aligned with your overall business goals?
These are important questions that need to be answered.

It's easy to define your target audience. The hardest part for a business is understanding customer
problems. Once you understand the issues and needs of your consumers, you can find the perfect
solution to meet those specific requirements.

When you want to create a content marketing strategy, understanding your audience and their
needs is paramount. But how can you be sure that you don't imagine your client's real problem
that you've written it down?

Content marketing is important for B2C and B2B businesses. But what is the difference
between the two? Simply put, B2B content marketing is about engagement, while B2C is about
real sales.

In any case, in the long run, the most successful B2C marketers could be, for example, those who
focus on the deeper parts of the customer journey. Use content marketing to generate sales / revenue
and increase viewer loyalty.
  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.

Content Marketing vs. traditional marketing?

As you know, traditional marketing is one way. You are constantly telling people to do business with
you, regardless of whether they want to do business with you at the time or not. Traditional marketing
doesn't care if people want to hear from you.
 • Traditional marketing uses established channels. This whole process is unscientific. People discover
your marketing message when they least expect it, or even when they feel hostile toward it.

• Content marketing, on the other hand, allows you to build your own distribution channels. As you
develop and post useful content, people ask you to access it yourself. You don't have to advertise.
People visit your website or the platforms you use to self-publish your content by developing,
publishing, and distributing useful content over time, you can add content its new content to nurture
loyal supporters of those who are looking forward to you, your business name or your brand know
them and they are starting to trust you for the ongoing value you bring.
Once you've successfully implemented a content marketing strategy, there are two ways people can do
business with you.
Scenario 1: They need what you need to deliver and they know what you will deliver. They are closer
to you than strangers.
Scenario 2: Tell them what you have to offer, if they need it and when they need it, they will get it
from you.
Therefore, the fundamental goal of content marketing is to be present in people's lives in a way that
continually provides them with value, ensuring that people always remember where they are.
Creating such a presence will continue to have a positive impact.

What is valuable content in content marketing?

It depends on your business. You can develop, publish and distribute useful content
• Inform people
• Educate people
• Make people laugh or feel emotional
• Rate products and services
Basically, don't worry about what they evaluate, that they are constantly being accessed and
distributed. This is valuable content.

 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
 Detailed proofreading of the content
 Deliver Value through my Content
 Creating a Conclusion to Remember
 Ponder upon the Feedback of the others.
 Chapter 2

Profile of the Organization

 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 the 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 applications spreading
across all domains and spheres of life. Artificial Intelligence, Machine Learning, IoT, Blockchain are
considered the next big thing in the world of technology and the same applies to 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 service and support with exceptional customer service.
Dedication and commitment to supporting exemplary education contributes to student
performance and success.

Honesty-We value honesty, fairness and openness to the smallest detail, making
informed and trustworthy decisions.

Contact Us - Encourage the pursuit of lifelong knowledge to expand understanding of

the world by leveraging technology services and solutions both inside and outside the
classroom. Voices and experiences of holistic integration by strengthening identities,
perspectives and backgrounds Improve and expand capabilities with technology,
improve accessibility and remove barriers.

Community-We value connection, sharing and communication to facilitate

collaboration, ideas and the sharing of resources.

Sustainability-Contribute to the sharing of resources by promoting technical solutions

that contribute to the principles of sustainability.

Innovation-Encourage and evaluate the creative applications of new ideas,

technologies, principles and methods of teaching and learning.

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

 Competitive Analysis of Flinkhub

 Perceptual Map

Perception mapping is a visualization technique used by marketers to understand how consumers

perceive competing brands in the market. It's called a perceptual map because it maps consumers'
“perceptions” and how they understand where competing brands are located.
Top Competitors

 Pluralsight

Pluralsight is a comprehensive technical training site.

This could be an alternative to Flinkhub if you want to learn detailed technical topics such as web
development, programming languages, coding, software, web design, graphic design and more.

 Treehouse

Treehouse is an online education platform registered by technology. He mainly deals with web
design, web development and game development.

 Udemy

Udemy is a leader in online learning spaces, with new courses added daily and 1 million students
enrolled.
 Chapter 3

Job Description and Functional Profile

 Job Description

Content Marketer

Compared to traditional marketing programs, content marketing costs 62% less and the volume of
leads is about three times less.
 Content creation is the cornerstone of a successful digital marketing campaign. From connecting with
your audience to converting, content plays the most important role. SEO funnels, SMM, PPC, email
marketing, etc. it depends on the quality of the content on your website. Great content on your website
paves the way for increased traffic and increased revenue.

"This is why content starts to get searched in the first place. Leo Odden”

Writers need to write compelling content to promote a business. He or she also prints, reviews,
describes products and responsible for planning and creating digital media content Producing
rigorously researched, engaging, and viewer-focused content at the right time is part of the content
creation mission

It's up to you requirements of your particular line of business, the profile of various professional
writers is

 Senior Content Writer

 Technical Content Writer

 Web Content Writer

 Creative content writer

 English content writer

 SEO content writer

 Copywriter

 Content Manager

 Job Responsibilities Assigned

(i) Create unique and engaging titles and text

(ii) Present relevant facts
(iii) Brainstorm with groups to come up with compelling ideas
(iv) Perform analysis competitor analysis
(v) Outstanding Social Media Networking
(vi) Inspiring creative content from others
(vii) Different content in different formats in different areas different Writing
(viii) Discussions with managers, designers and creative teams
(ix) An in-depth research guide on industry-relevant topics to develop original content.
(x) Develop content for blogs, articles, product descriptions, social networks and corporate websites.
(xi) Helps the marketing team develop content for advertising campaigns. Check the content for
errors and inconsistencies.
(xiii) Modify and improve existing content to improve readability. Run a keyword survey and use
SEO best practices to increase traffic to your business website.
(xv) Create compelling headlines and content that grab the attention of your target audience.

 Strategy Followed by Flinkhub

• Academy of the e-learning business model?

The "e-learning company" thus charges a regular monthly fee to provide users with access to a
comprehensive library of resources (courses and lessons). This gives them the freedom to choose their
favorite subject and decide when to study it. Academy's e-learning model includes live questions and
answers, coaching calls, and Facebook groups. This model is subscription-based and more affordable
as it is more scalable and manageable than the e-night school business model. Usually earned through a
subscription service on a regular basis, ranging from $ 9.99 to $ 49.99 per month. This price may vary
depending on the package you subscribe to.

• What are the good points of this model?

This advanced business model attracts customers to your service when they are looking for new
content that you are trying to publish. Attractive prices attract new customers with low-cost, high-
value-added offers. You can easily resize it according to the size of your business. Use a sales funnel
that leads to an offer.

• What's wrong with this model?

Companies require new content to be changed and updated each time. It is progressing steadily and it
may take some time to catch up with sales. Platforms to host these courses are often expensive.
Content also needs to offer a variety of topics to attract viewers.

Challenges encountered during the Internship

• No clear and appropriate blog topic

• Poor content
• Stylistic
• Plagiarism warning!
• Topic not followed
• Insufficient traffic
• No response
• Fewer or inactive visitors
• Low income
 Chapter 4

Learning Experience and the Insights Gained

 Insights Gained
1 Adaptability

It seems obvious, but I found that a lot of content doesn't work because the tone and style don't match
the purpose and brand culture of the work. For example, the landing page should contain a short copy
designed to convince the reader to take action. Conversely, white papers may work in more detail to
explain more complex issues.

2 Powerful research skills

Good research is the key to creating great content. Add reliability and, most importantly, value.
Therefore, it is important to find reliable and interesting information online from reliable sources.

3 A solid understanding of SEO

As a good content writer, I always try to keep up with SEO trends. After all, even the best content
doesn't work when people are reading it. It's important to know how to craft a title and description to
suit your SEO, use keywords effectively, and keep up to date with the latest changes to Google's
algorithms.

4 Concentration

Writing takes concentration, but it can be hard to find. When it's time for work, let go of distractions
and focus on one task at a time. Sometimes to get the ball rolling, start with a few small, easy-to-
accomplish tasks before you jump into a big project.

5 Ability to meet deadlines

Customer needs to meet deadlines. Delivering high-quality content quickly can prove that you are not
only professional but trustworthy. In a nutshell, good time management is essential to determining how
much work you can realistically accept, reject and serve on time.

6 Contact information

If you have any questions about an issue, please let a counselor know. Writing is an area of
communication, so there's no reason not to contact your mentor if something goes wrong. When
writing a letter to a mentor, treat it as a formal communication. Please read the post again befor
sending.

7 Versions, revisions, and other versions

Early drafts are rarely perfect. Editing skills require patience, discipline, and a keen eye for detail. Be
aware of verbosity and overuse, as well as grammar, spelling, and punctuation. And don't be surprised,
as I spend more time editing than writing.

 Competitive Canvas

High

Offerings
  Quizlet
 LinkedIn
 Flinkhub
 Coursera

A strategy canvas is a line graph that plots functions/factors against importance for a company or an
organization and then overlays competitors or industry benchmarks. In this way, information can be
built to help formulate a competitive strategy.

“Strategy canvas (also known as Value Canvas, or Blue Ocean Strategy Canvas) is a strategic tool
that allows us to know the proposals offered by a certain market analyzing all the companies present,
compared to the proposed value that our company will offer with its new product, all represented in a
single chart which allows us to understand at a glance to know and appreciate the differences between
the strategic profile of the market and the strategic profile of our new proposal.”

 SWOT Analysis
SWOT (strengths, weaknesses, opportunities, and threats) analysis is a framework used to evaluate a
company's competitive position and to develop strategic planning. SWOT analysis assesses internal
and external factors, as well as current and future potential.

 SWOT analysis is a strategic planning technique that provides assessment tools.

 Identifying core strengths, weaknesses, opportunities, and threats leads to fact-based analysis, fresh
perspectives, and new ideas.
 SWOT analysis works best when diverse groups or voices within an organization are free to
provide realistic data points rather than prescribed messaging.

 Business Process learned

Content Marketing

The term "content marketing" coined by Parazzi (2010) of the Content Marketing Institute (CMI) is
not new, but it is still evolving. Defining content marketing is difficult because its meaning depends
on the context.
• Marketers are increasingly adopting content marketing to replace intermittent advertising and to
draw more attention to their brands.
• Content marketing is ideal because it uses pull and discreet technology to attract consumers to
branded content.
 • In addition, develop theories of marketing communication, integrated marketing communication
and relationship marketing.
However, unlike product or service promotion, content marketing is a branding method for creating
and delivering relevant and valuable branded content to attract and attract customers. Experts create
and share brand stories online to help your target audience understand your brand.
Content marketing is generally considered to be similar to public, native advertising, inbound
marketing, and storytelling. Many recent content marketing studies that capture, engage, and
understand well-defined target audiences to promote beneficial behavior for customers have seen new
trends in marketing practices such as inter-company strategy, brand engagement, and enterprise We
address this issue in aspects such as branding, basics such as business principles, actual performance,
and online marketing strategies. , Customer satisfaction, optimization, digital channels, opportunities,
challenges, search advertising effectiveness.

Analysis of Content Marketing

The Association for Data-driven Marketing & Advertising (ADMA), and WTWH Media. A total of
2,562 recipients from around the globe representing a full range of industries, functional areas, and
company sizes completed the survey during July and August 2020.
This paper presents the findings from the group of 300 respondents who indicated they worked for
technology organizations that primarily sell products/services to businesses (B2B) [92%] or both
businesses and consumers (B2B+B2C) [8%]. When asking about the marketing tools used by the
organization, Fewer than 50% of technology marketers said they use the following tools:
Measurement KPIs/Dashboard (49%), Social Media Guidelines (44%), Media Plan/Paid Advertising
Calendar (35%), Content /Workflow Software (19%), Editorial Mission Statement (15%), and Digital
Asset Management (DAM)

Technology Content Marketing Tactic Usage

When respondents were asked to indicate how often do they take the following concepts into account
while creating content for their organization, results were quite as expected. You can see them below.

Phases of Buyer’s Journey Where Technology Marketers Measure Content Marketing ROI
Skills Requirements for the content marketer:-

• Bachelor's degree in communications, marketing, English, journalism, or related field.

• Proven content writing or copywriting experience.
• Working knowledge of content management systems.
• Proficient in all Microsoft Office applications.
• A portfolio of published articles.
• Excellent writing and editing skills.
• The ability to work in a fast-paced environment.
• The ability to handle multiple projects concurrently.
• Effective communication skills.
 Chapter 5

Recommendations and Conclusion

 Recommendations
  The idea of letting teachers/coaches or creators make their community on such an app is great.
 Although it does not add many values as a platform besides letting them post a few paid
courses for the learners to get enrolled as I got myself registered in two of the major courses but
due to some technical issues I was unable to complete that so the only recommendation will be
for the technical issues.
 The app also has the potential to allow people from all over the world to join the community to
learn, reflect and share knowledge on a particular topic.
 More mentors to assign and more courses to be introduced in the app.
 24/7 help assistance to be provided to the students to get more trust in the app
 Try to provide the affiliated certifications to the students.

Comparisons of SEO

Flinkhub Gao Tek

 Title Tag  Title Tag

Papertown Learning Communities Test & Measurement | Test Instruments | Test Meters - GAO
Length: 46 character(s) Tek USA
Ideally, your title tag should contain between 10 and 70 Length: 65 character(s)
characters (spaces included). Make sure your title is Ideally, your title tag should contain between 10 and 70
explicit and contains your most important keywords. Be characters (spaces included).
sure that each page has a unique title
 Meta Description
 Meta Description
Gaotek is a leading US supplier of test & measurement, test
Join learning communities run by experts instruments and test meters for all industries including fiber
Length: 40 character(s) optic, environmental test instruments, electronic and
Meta descriptions contains between 100 and 300 electrical test meters and more.
characters (spaces included). It allow you to influence Length: 209 character(s)
how your web pages are described and displayed in Meta descriptions contains between 100 and 300 characters
search results. (spaces included). It allow you to influence how your web
pages are described and displayed in search results.
 Headings
 Headings
<H1> <H2> <H3> <H4> <H5> <H6>
1 2 0 0 0 0 <H1> <H2> <H3> <H4> <H5> <H6>
7 7 69 12 0 0
 Keywords
 Keywords
Trending  
Management    Fiber  
Proproduct      Optical   
Product   Gaotek     
Townswriting   Serves     
  Conclusion

The conclusion of this report is digital marketing has now become a hot topic for discussion. Modern
technology has changed a lot. In addition to the growth of modern technology, business technology is
also evolving. In this sense, digital marketing comes first. The modern generation doesn't want to go to
stores or malls to buy something. They want to buy everything online. That's why different companies
keep in touch with consumers and customers over the Internet. To get the most out of it, consumers and
marketers alike need to know the strengths and weaknesses of digital marketing. If you do not know
the benefits and harmful sides, then you won’t get the full advantage of digital marketing. Working in a
multinational company like GAO Tek was one of my dreams when I was an undergraduate level
student. I am so happy that I could complete the first phase of my postgraduate life working in such a
multinational. For young blood like me working with creative minds and professionals was a great
experience. The people there were great as friends. We used to have worked lately with high
encouragement because we felt like, we are working not only for the client but also for the nation and
its people. Every communication counts. 360-degree communication is done by Gao Tek and Flinkhub
also though 3 months of attachments is not enough for a person to learn all those, but the relationships
made there is a lifetime asset who are still with me helping learn so many things. It was a great journey
working with so many local and international people which concludes that it has been a great learning
opportunity for me. This has been a great learning experience for my career. The project in this report
is done based on digital marketing arguments. Both digital and traditional marketing communications
are crucial in increasing brand awareness and performance. Digital marketing communications are
essential to the success of today's brands and within their reach not only nationally but internationally.
Again, this relationship has many limitations and obstacles. Many thanks to the many people who
helped create this report.