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DECLARATION
This is to declare that I Ankit P. Kathawate student of Universal Business School, Mumbai
(Karjat), AY 2021-2022, has given original data and information to the best of my knowledge
in the project report titled Digital Marketing – Learning and implementation of Best
Practices is a record of independent work carried out by me under the guidance and
supervision of Prof. Savio Saldhana towards the partial fulfilment of requirement for the
PGDM course.

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I also agree in principal not to share the vital information with any other person outside the
organization and that I have not submitted it for any award or any other title, degree or
diploma.

Date: 15/08/2021
Place: Mumbai (Karjat)
Name: Ankit P. Kathawate
Batch: PGDMG7
Roll No: 2111
Specialization: Marketing

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 CERTIFICATE
This is to certify that the project entitled “Digital Marketing – Learning and
implementation of Best Practices”, submitted to Universal Business School, Mumbai
(Karjat) in the partial fulfilment of the requirements for the award of the Post Graduate
Diploma in Management (PGDM) embodies the results of bonafide project work carried out
by Ankit P. Kathawate under the guidance and supervision of Prof. Savio Saldhana.
To the best of my knowledge the results embodied in this project have not been submitted to
any other university or institute for the award of Degree or Diploma. The assistance and help
received during the course of this investigation has been duly acknowledged.

Faculty Guide Name: Program Director (PGDMG7): Prof. Vijay

Tandon
Prof. Savio Saldhana

Date: 15/08/2021
Place: Mumbai (Karjat)

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 Acknowledgement

It gives me immense pleasure to present this Concurrent Project Report. However, it would
not have been possible without the help and support of all the team members of The Digital
Fellow.
I would like to thank my Mr. Arindam Bose and Prof. Savio Saldhana for guiding me in
my tenure of internship on Digital Marketing. Without their support and guidance, I
wouldn’t have come so far to prepare this report.
I would like to express my thankfulness to Placement team of Universal Business School,
who gave me this great opportunity to work on this Interesting project.
I am also grateful to my loving parents and my kind friends whose prayers, affection and
support are always a source of encouragement. Their suggestions and supply of information
were really very valuable and helpful to me. Their continuous encouragement and support
helped me for completing this project successfully.
Name: Ankit P. Kathawate
Batch: PGDMG7
Roll No: 2111
Specialization: Marketing
Universal Business School, Mumbai (Karjat)

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 Table of Contents
Sr. No. Topic Page No.
1 EXECUTIVE SUMMARY 12-13

2 Part A: Industry Profile 14-19

3 Company Profile 20-29

4 Part B 30

5 Work-Flow Model 31

6 PESTLE Analysis 32-33

7 SWOT Analysis 34-35

8 Problem and solution 36-38

9 Research 39-41

11 Recent News 42

12 Research and Analysis 43-45

13 Key Objective 43
14 Sample Design 45

15 Data Analysis 46-52

16 Learning Experience 53-54

17 Bibliography 55-56

18 Annexure 57-58

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EXECUTIVE SUMMARY

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 The following report is pursued as a part of PGDM curriculum at Universal Business
School, Mumbai. It is undertaken as an internship at The Digital Fellow under the title, ‘Digital
Marketing – Learning and Implementation of best practices.’ The project is done under expert
supervision and guidance of Prof. Savio Saldhana (College SIP Guide) and Mr. Arindam Bose
(Company Guide). The project is about the work and learning I learned in the company during my
two-month internship.

I was hired as a Digital Marketing Intern at The Digital Fellow. I was able to study and practise a
lot of things that I didn't know before. They believe in both the learning and working processes. Mr.
Subhobroto Chakroborty, the founder, and Mr. Arindam Bose, my company's mentor, made me
feel as if I were in a classroom learning Digital Marketing. Initially, they gave me an overview of the
company, what they do, and how they differ from other companies in the same industry in terms of
competitive advantage. The procedure and services were explained to us, and they were there to
answer any questions or concerns we had. They gave us more than enough time to learn about the
company, its services, its processes, and its culture. During my internship, I learnt and worked on a
variety of projects.

The following are some of the most main roles that I can think of:

1. Digital Brand Audit

2. Content Research
3. Persona Research
i. Persona Calls
ii. Persona Calls Data Mapping
iii. Persona Cards (Creation)
4. Competitor's Research
i. Keyword Research (Website and Blog)
ii. Hashtag Research (Social Media)
iii. What People Search (a. Google b. Quora)
iv. Social Media Content Analysis
v. Perceptual Mapping (Data collection)
5. Understanding Brand Communication Gap
6. Social Media Analytics

In addition, I improved my presentation skills. I got into a lot of meetings and sessions where
corporate employees questioned us before handing us any work and were willing to listen to our
concerns. At first, I did Digital Brand Audit of Hair oil industry(11company). Their I worked on
Content audit, Digital Assets Audit, SEO audit. I mostly worked on projects for one company. The
TMT 600 manufacturer company. According to The Digital Fellow's policies, I am not permitted to
reveal the name of the companies. I was required to do some research (website and social media) on
the company and its competitors, also did persona research as part of the project.
The primary goal of the study was to learn what the competitors were doing, how some of them
were doing things better than the company, and where the company fell short. Possible remedies
were to be discovered and implemented following discussion with supervisors and clients as a result
of this analysis. I enjoyed the company's culture, flexible working hours, supervision and support,
new things to learn every day, and personal help such as academics and skill development. Working
with The Digital Fellow was a fantastic experience and opportunity for me.

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Part A: Industry Profile

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 All marketing efforts that use the internet or online-based digital technology or devices
are classified as digital marketing. It is a strategy and process for establishing a connection
between marketers and their target audiences using digital channels. There are many digital
channels that attract audiences and satisfy the conversion funnel's goals in a unique way.

The following are some of the digital channels:

 Social Media
 Search Engine Optimization (SEO)
 Email Marketing
 Content Marketing
 Organic Marketing
 Pay-per Click
 Affiliated Marketing
 Marketing Automation

1. Social Media: The practice of developing and posting content related to a brand,
products, and services on social media platforms such as Facebook, Instagram,
Twitter, LinkedIn, Pinterest, and YouTube are known as social media marketing. The
content can take the shape of articles, photographs, or videos in order to boost
audience engagement and reach in order to generate sales. Increased traffic,
communication, brand awareness, lead nurturing, and trust are all benefits of using
social media.

2. Search Engine Optimization (SEO): Another digital marketing channel is search

engine optimization (SEO). Companies use it a lot. It refers to optimizing a website so
that it appears at the top of a search results page. Companies utilize both traditional
and innovative ways to boost the number of people that visit their website. Organic
marketing, in which it grows organically (without spending money on ads and
promotion), and inorganic marketing, in which the advertiser pays a fee or charge to
enhance the website's reach and traffic.

3. Email Marketing: It's a form of digital marketing channel in which an official

message is transmitted by email to a single person or a group of people. It is one of the
most effective and direct marketing channels available. It aids in the generation of new
leads by converting prospects into potential consumers, as well as the retention of
existing customers. Email is used more frequently than any other internet medium. It is
a very useful marketing tool when used intelligently, and it is simple to use. The only
thing we need to be concerned about is the content we deliver; it should be kind,
respectful, and useful.

4. Content Marketing: Content marketing is a marketing channel or method that

involves regularly developing, posting, and sharing important, meaningful, and useful
content to an audience via the internet in order to drive business. It is used by
practically every type of organization, and new procedures and standards are
introduced on a regular basis. Content marketing aids in the promotion of a brand as
well as attracting attention and generating leads.

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5. Organic Marketing: The organic marketing channel refers to a company's acquisition
of consumers or potential customers over time through a natural process. Natural
process refers to marketing using non-paid methods such as direct marketing, search
engines, blogs, and other non-paid tools and methods. The organic marketing channel
is mostly used to spread brand recognition. Organic Marketing Channel's objective is
to educate customers, raise awareness, set goals, develop strategies, and establish a
brand.

6. Pay-per Click: It's a marketing approach in which the advertiser or marketer pays the
publisher for each advertisement click. This method is employed to increase traffic to
digital sites. It's like paying for website hits rather than gaining them organically. One
of the most well-known examples of PPC marketing is Google Ads.

7. Affiliated Marketing: It is a method of making money by marketing the products or

services of other people or businesses on one's own website and sharing in the sales
profits. It's a method based on performance. It allows the marketer to link and promote
the products of several companies while earning commission from all of them.

8. Marketing Automation: Marketing automation refers to software platforms and

technologies that help marketing departments and organisations promote more
successfully across many channels online while also automating tedious operations.

(Source: blog.shift4shop.com)

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Traditional marketing is not the same as digital marketing. The key distinction in delivering
marketing messages to the audience in both marketing ideas is the medium chosen.
Newspapers, television, and magazines are examples of traditional marketing media, whereas
social media and websites are examples of digital marketing media. The performance of the
process or media is not measured in traditional marketing. Unlike traditional marketing
methods, digital marketing allows marketers to see real-time results. Despite the benefits of
digital marketing, conventional marketing remains popular due to its long-term impact on the
audience.
There are numerous fundamental advantages to digital marketing that make it more efficient
and effective than traditional marketing.

(Source: rowdymarketer.com)

The expansion of digital marketing in India has been aided by a number of factors. People
have tried Digital Marketing because it is an effective and efficient medium, and they have
had a positive experience. People do not have time to go shopping or make purchases in
person, therefore they must adapt to online marketing.

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Importance of Digital Marketing

Digital marketing contributes to a company's growth by allowing the marketer to

establish an authoritative online presence. Indeed, 89 percent of marketers believe that
approaches like search engine optimization are effective (SEO). In addition, promotional
methods such as pay-per-click (PPC) can increase brand recognition by up to 80%.

The following are some of the most important features of digital marketing:

 Can target the segmented audience: We can reach our consumers more effectively
with digital marketing than we can with traditional means. We can leverage
appropriate public information to affect digital marketing strategies by inserting it.
This makes it easier for us to meet the proper folks.

 Manage competition and their actions: Digital Marketing is already being used by
competition. As a result, digital marketing techniques are critical for a marketer to
employ. To stay ahead of the competition, one must do exactly what the competition
is doing, and more of it. If disregarded, one can easily slip behind the competition. If a
company or a brand does not spend in digital marketing, its competitors will receive
and earn the leads that could be generated by that company or brand. The audience
will be unfamiliar with the company and will quickly move on to a competitor.

 Reaching to the people where they are more engaged: People are spending more
time online as the Internet and its uses become more popular. The internet is used by
more than 7.7 billion individuals around the world. Searching the web, keeping up
with social media, and making purchases online are all becoming more common.
Consumers are online, which emphasizes the need of digital marketing. To achieve
the best outcomes, every organisation and brand must expand their online presence.
The reach can be expanded through digital marketing, which leads to increased sales
and profits.

 Track and refine the campaigns to better results: Because digital marketing is so
important, we can quickly track and manage your activities. we want to know if your
campaigns are working before, we invest time and money in them. Digital marketing
makes monitoring our campaigns simple, allowing us to adapt and achieve better
results.

 Impressive ROI: Return on investment (ROI) is a key component of digital

marketing (and, in fact, practically all aspects of marketing) because it determines if
you're receiving your money's worth from your initiatives.

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Limitations of Digital Marketing

 Competition: Even if we can reach a global digital marketing audience, we'll still
face global competition. It can be a difficulty to stand out among rivals and attract
attention from the many online consumer-oriented posts.

 Time Taking: It can take a long time to execute tasks like optimising online
advertising campaigns and developing marketing content. It's critical to track your
progress in order to ensure a positive return on investment.

 Knowledge and Training: To properly undertake digital marketing, we'll need to

guarantee that our employees have the necessary knowledge and competence. Tools,
platforms, and trends change quickly, so staying current is critical.

 Negative feedbacks: Through social media and website analysis, any unfavourable
reviews or criticism of our brand may be made available to our audience. It might be
challenging to provide effective customer service over the internet. Negative
comments or a failure to respond appropriately might affect our brand's image.

 Insecure and privacy issues: The acquisition and use of customer data for digital
marketing purposes is subject to a number of legal considerations. Make sure to
follow all applicable privacy and data security rules.

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COMPANY PROFILE

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The Digital Fellow is a marketing agency and a business consulting firm that helps firms
develop digitally in order to expand in terms of ideas, reach, and money. It assists firms in
overcoming digital problems in order to have a digital impact. The Digital Fellow works with
and assists organisations that cannot afford to hire large global consulting firms and have
tried individual consultants with little success.

Business managers, analytics professionals, researchers, techies, designers, and content

strategists are among The Digital Fellow's human resources. They collaborate to provide a
powerful dose that drives change in a variety of industries.

The Digital Fellow offers a variety of services, including:

 Brand Audit & Advisory
 Business Audit & Advisory
 Deployment & Implementation

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ABOUT THE FOUNDER

Subhobroto Chakroborty, the founder of The Digital Fellow, started from the scratch. He
has over 24 years of experience as a Brand Communication expert. He had the company
functioning across the APAC (Asia-Pacific) region in less than a year and a half. He is a well-
known keynote speaker at international conferences, including the Social Media Week and
the Global International Marketing Summit. He also serves on the Chair Advisory Board and
as a jury member at numerous digital conferences, including MMA-APAC for the past three
years. One of the Keynote Speaker events he was invited to was CII 2018. Subhobroto has 27
years of expertise in a variety of businesses and is a knowledgeable individual. He has
worked with over 35 top domestic and international brands in fields such as IT, Banking,
Entertainment & Media, FMCG, FMCD, Mobile Phones, VAS, Apparel & Lifestyle,
Telecom, E-Commerce (Retail), Online Marketplace, Health & Treatment, Hospitality,
Manufacturing, Medical Tourism Steel, Fintech, and others.

For their worldwide customer training programme, he has teamed with a premium
American online education firm spanning four continents. He also works as a Strategic
Consultant for numerous start-ups and large corporations in India. He gives presentations and
seminars at many academic and corporate events, including the IIMs and other top B schools,
because he believes strongly in sharing his expertise and experience with others.

He comes from a Bengali family of white-collar workers. Having his own business was a
pipe dream for him until he launched his own business. The one universally acknowledged
reality about Bengalis is that they have no notion how to cooperate.'

From the glitz of Kolkata to the hustle and bustle of Mumbai, it took him seven dismal but
fruitful years. He joined an eminent organization and he got a decent position. In late spring
of 2017, he made the decision to leave his job and establish his own business. He runs his
own computerised business consulting company. It was a risk he was willing to take now,
after 27 years of the same rotten corporate environment. His main ambition was to build an
organisation that was well-known around the world.

VISION AND MISSION

The Digital Fellow aims to empower the digital transformation of companies that
contribute to India’s GDP.

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COMPANY POLICIES

PRIVACY STATEMENT/ POLICY OF THE DIGITAL FELLOW

 Thedigitalfellow.com respect and values your privacy.

 We feel it is important to make you understand what information we collect from you
and for what purpose do we use such information.

 At thedigitalfellow.com, we are committed in maintaining your trust and protecting

your personal information you provide to us by accessing our website and engaging
with our products and services.

 Any information submitted by you to thedigitalfellow.com in response to an email

request for information through our website, email or employees is subject to this
Privacy Statement.

 Thedigitalfellow.com reserves the right to add, delete or modify the terms and
conditions in this Privacy Statement from time to time. In order to remain updated
about the prevalent terms and conditions of this Privacy Policy please find them
reflected at our website.

 The site may contain external link sites which are not governed by this Privacy
Statement, in such cases we at thedigitalfellow.com do not take responsibility for the
privacy practices of any third party we link to. We request you to review the privacy
policies of such sites before you submit any personal information.

INFORMATION WE COLLECT AND HOW WE USE IT

 We assure you that thedigitalfellow.com does not sell or rent any of your personal
information to other companies or individuals or third parties unless we have your
express consent to do so.

 We only provide personal information upon your consent to trusted businesses or

persons for the sole purpose of processing personally identifying information on our
behalf which is subject to agreements that oblige those parties to process such
information only on our instructions and in compliance with this Privacy Statement
with utmost confidentiality and security measures.

 We may share the information submitted under your account among all of our
services in order to provide you with a seamless experience and to improve the quality
of our services.

 We will not disclose your account information to other people or non-affiliated

companies, except in the limited circumstances described in this Policy or with your
consent.

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  In the event of a transfer of ownership of thedigitalfellow.com, such as acquisition by
or merger with another company, we will provide notice before any personally
identifying information is transferred and becomes subject to a different privacy
policy.

TYPES OF INFORMATION

1. PERSONAL INFORMATION:

The Digital Fellow identifies personal information such as your name, telephone number,
or email address given by the clients and stores it as a record. Some examples in which we
may collect your personal information from sites:

 Full name, email address and contact number when you become a member and sign
up to receive information from thedigitalfellow.com

 If you contact us with a query via email

 We may collect your device ID number when you interact with the site using a mobile
device

The above details, provides clients/ users as an example of the personal information that
may be collected from you from our site. Do not provide us with your personal information in
case you choose not to be listed.

2. NON-PERSONAL INFORMATION

Any information that does not identify you personally, be it in the form of technical or
demographic information, for example age, gender, ZIP code or other geolocation data, or
interests is a Non-personal information. Here are some examples of the non-personal
information that is collected via our site and a description on how such information is used by
thedigitalfellow.com:

 Internet Protocol (IP) address – Your IP address is a number that allows computers
attached to the Internet know where to send your data to i.e.: viewed webpages. The
Digital Fellow uses this information to deliver our webpages to you, tailor make it to
the interests of our users and to measure traffic within our site.

 Cookies — The Digital Fellow websites uses cookies to improve the usability while
planning, tracking the technical functions of our site and products/services. By using
our products/services and agreeing to the policy, you give us the consent to use
cookies in accordance with the terms of this policy.

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 3. CHILDREN UNDER 13

The Digital Fellow does not knowingly target or collect personal information from
children under 13 years. If in the event, we learn that such information has been provided to
our sites, we make sure that the information is deleted.

DISCLOSURE OF PERSONAL INFORMATION TO THIRD PARTIES

 The Digital Fellow will not disclose, transfer, sell or otherwise communicate your
personally identifiable information to any third party, other than thedigitalfellow.com
employees or trusted vendors operating under confidentiality agreements, unless you
give The Digital Fellow permission to do so or as required by law or in the good faith
belief that such action is necessary in order to comply with the law or comply with
legal process served on thedigitalfellow.com. Or if we believe such disclosure is
necessary to protect and defend the rights, property or safety of our websites, users,
employees or others.
 The information may also be used by thedigitalfellow.com for internal research
purposes, marketing, promotions and public relations, subject to our opt-in policy
described below.

(A) If thedigitalfellow.com is purchased, acquired or merged with a third party,

thedigitalfellow.com reserves the right to transfer this information to a successor,
related entity or to a third party purchasing or succeeding to The Digital Fellow’s
assets. In such a scenario, before such information about you is transferred, you will
be notified and that becomes subject to a different privacy policy. This information is
also provided in the aggregate to third parties, including potential business partners
and advertisers, but is not linked to any personally identifiable information before it
is disclosed unless thedigitalfellow.com has obtained your consent.

(B) To help administer our website and provide a positive experience while visiting our
website, thedigitalfellow.com does collect anonymous technology-related
information which may include but is not limited to the following: source IP address,
domain name, date and time visited and visited pages.

(C) The Digital Fellow has no control over the information collected from or about you
by any third party after you have left the website. By clicking on links to other
websites, advertisers and other third parties, you are leaving the website. Once you
have left the website, thedigitalfellow.com does not control the data collection and
privacy practices of any third party linked to this website and The Digital Fellow
assumes no liability and is not responsible for any practices of such third-party
websites.

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LINKS

Thedigitalfellow.com is not responsible for any privacy and content practices of any non-
The Digital Fellow websites from which our website may be linked to. Nor do we take the
responsibility and security of any information you divulge while visiting other websites not
governed by our Privacy Statement.

The Digital Fellow cannot be held responsible for any loss, damage incurred by any user
as a result of visiting our website. Other than our website, no links of other websites are
intended to be or constructed, as an endorsement of any kind by us.

The Digital Fellow’s websites may contain links to other sites, including websites
maintained by The Digital Fellow affiliates that are governed by other privacy policies which
may differ from this current one.

Users need to review the privacy policy of each website visited before disclosing any
personal information.

The Digital Fellow provides links to third-party websites which are free from any
endorsement, sponsorship, or recommendation made by THEDIGITALFELLOW.COM of
the third parties The Digital Fellow and the third parties are not responsible or liable for your
use of such third-party websites.

CHANGES IN PRIVACY POLICY

Please understand that our Privacy Policy at thedigitalfellow.com may change from time
to time. Should we decide to make any further changes to our statement, we will post these
27 changes on our website so that users are aware on the information we collect, use and
under circumstances we choose to disclose it.

If the Digital Fellow decides to use individual user information in a manner different than
what was stated at the time it was collected, we will notify users of this change via email.

thedigitalfellow.com will use information in accordance with the Privacy Policy under
which the information was collected after the users ‘discretion to choose as to whether or not
we use their information.

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PRODUCTS AND SERVICES

The Digital Fellow primarily provides three types of services:

A. Brand Audit & Advisory: The Digital Fellow advises how to turn businesses into
brands by constructing their brand pillars. Its Brand Audit & Advisory investigates a
brand’s presence in terms of more than 70 parameters to help create the most suitable
personality. The benefits of brand audit are Resource Optimization, Performance and
Better Leads. Brand Audit & Advisory touches all levels of branding, its components
are Brand Essence, Brand Strategy and Brand Communication.

B. Business Audit & Advisory: The Digital Fellow deals in consulting for better
management of resources and processes for greater performance. The Digital
Fellow's company analysis & consultation focuses on an organization's PLC to
recommend strategies and management techniques. The benefits of business audit are
same as that of brand audit, Resource Optimization, Performance and Better Leads.
Business Audit impacts the business as a whole consisting Vision & Objectives,
Process, People & Pricing and Innovation & Disruption.

C. Deployment and Implementation: The Digital Fellow does partnership in

meticulous project implementation - digital marketing & digital transformation. The
Deployment & Implementation of the Digital Fellow builds its own brief based on
exhaustive analysis & well-designed strategy. The benefits are same, Resource
Optimization, Performance and Better Leads. Deployment & Implementation apply
to multiple fronts like Digital Marketing, Technology & Automation and Lead
Nurturing Management.

D.

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COMPETITORS PROFILE

The Digital Fellow has no competitor in the market because it is a single company that is a
agency as well as consultancy firm. Difference between agencies and consultancies:

1. What they deliver

This is commonly applied for companies (e.g. a product design, advertisement,
internet or broadcast plan). Whereas consultancies concentrate on the strategic level –
creating long-term health companies and brands and commoditising the execution.

2. Their level of influence

Consultants are usually regarded as trustworthy consultants who have cross-
disciplinary expertise at the senior level. To get to the nub of solving larger business
issues, they must create a broad view of a client's market and its strategic challenges.
With that comes their willingness to work at senior levels, using the 'C' suite'
language. At the other hand, a successful agency should have experience in a specific
area (e.g. creatives who come up with brilliant ideas at brand building). Usually, they
would develop a trustworthy credibility in their field – social media for example. Yet
they are likely to be asked occasionally to comment or provide advice outside of their
immediate expertise.

3. The team
Agencies have a raft of positions within their company, and thus hierarchies. Clients
will be working with different individuals of varying degrees of experience and
seniority. To be efficient in an agency business model, they must drive performance.
That means they do have relatively stringent procedures to which the consumer may
unwittingly adhere. To clients who need stuff yesterday, the bureaucracy and
inflexibility that this can bring can be very frustrating! Your primary point of contact
with a consultancy is usually the company itself. There is typically no corporate
structure behind them to deal with. The solutions aim to be customized to the needs
and business problem of the client and there are no lengthy procedures to pursue. So,
speed and performance are rarely a problem. There is a clear consequence of this
structuring; for a company you pay more (per hour) (senior staff, tailor-made
approaches) than you would for an agency's services (mixed experience ratios,
sausage machine approach). The Digital Fellow supports and works with certain
companies or businesses who are unable to manage major multinational consulting
firms. The Digital Fellow 's services contribute to ultimate company goals such as
growth, market share and profitability.

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Awards, Achievements and Recognition

There have been no awards given to the company because it is a start-up that was created
in 2017. Despite the fact that the firm works well in the market, it is still lacking in prizes and
plaudits, which the brand and its CEO will undoubtedly obtain as a result of their tireless
efforts.

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PART - B

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Work flow model

When a project is allocated to the TDF, the client briefs the TDF on their objectives and
needs, and the TDF advises them on what they can do in addition to what they are thinking
and how modifications will benefit the client. Then proper training is provided to interns on
various tasks and roles that they must perform while performing their work, and interns must
update their working status on a regular basis. If interns encounter any difficulties, proper
sessions are conducted for them so that they can get the most out of those sessions and also
implement those things in their work.

TDF receives the project from client.

TDF thought about it and came up with a plan.

Interns were trained for a variety of tasks.

Various task was given to interns

Interns complete the assignment that has been assigned to them.

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PESTLE ANALYSIS

PESTEL Analysis is a tool that is used to assess the scope of a company's operations.
This assessment enables the company to improve its operations and execute more efficiently
and successfully. The PESTLE analysis is the most extensively used method for analysing the
external business environment. Political, Economic, Social, and Technological study are all
represented by bug examination. It also takes into account legal and environmental factors.

The PESTEL provides incredible insight into working difficulties. Other than cantered
forces, the Digital Fellow will be forced to look in full-scale. For instance, an industry with a
good progress record may be advantageous, but it will be useless to The Digital Fellow if it is
managed in a shaky political environment.

POLITICAL

The Digital Fellow can about separate the going with segments beforehand entering or
placing assets into a market-

 Frauds and degradation - particularly levels of guideline in Digital area.

 Administrational barrier and obstruction in Digital industry by the state.
 Favouritism among associates
 Policies related to price
 Tax collection - charge rates and subsidies
 Security and safety measures in the Digital Marketing Industry

ECONOMIC

The Digital Fellow follows the following economic factors:

 Proper handling of the markets and digital area.

 Economic policies and rules working in the nation.
 Knowledge circulation about economy in the company.
 Skill of the human resource in the company
 Growth in sales and revenues
 Retaining the existing employees and proper remuneration.

SOCIAL

The Digital Fellow follows the following social factors:

 The personal characteristics and professional development of the masses.

 Focuses on education and skill of the people on society
 Always looks for innovations and motivation for start-ups
 Environment and surroundings
 The tradition and culture being followed in the society

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TECHNOLOGICAL

The Digital Fellow follows the following social factors:

 The implantation and effect of technology in the services

 Technological impact on the industry as a whole
 Preferred technology and technological process of the market
 Introduction of new and updated technology in the company
 Research and development in the field of technology
 Awareness and education to the workforce

LEGAL

The Digital Fellow follows the following legal factors:

 Laws, rules and regulations made by the government.

 Some definite policies related to industry
 Upgradation and change in legal factors and policies
 Proper implementation and check of legal factors in the organisation.

ENVIRONMENTAL

All factors that influence or are influenced by the surrounding environment are included
in this category. This PESTLE component is critical for industries such as tourism, forestry,
and forestry, among others. Climate, weather, geographic location, global temperature
fluctuations, environmental offsets, and other enterprise environmental analysis concerns
include, but are not limited to, the following.

34
SWOT ANALYSIS

SWOT analyses can be carried out on an entire company or organisation, or on specific

tasks within a single division. SWOT analyses are commonly used at the hierarchical level to
determine how closely a company is aligned with its development strategies and achievement
benchmarks. However, they can also be used to determine how effectively a certain
enterprise – such as a web-based marketing campaign – is functioning in light of preliminary
projections.

SWOT digital marketing research is to say in short, SWOT discussion is an in-depth

study of every topic by outlining the Strength, Weakness, Opportunity, and Threat. It will
support the user to understand the aspects of the topic, both negative and positive.

SWOT Analysis of The Digital Fellow:

STRENGTH

 Simple to target and contact more crowd at a less expensive cost.

 Campaigns can be effortlessly tweaked and made more directed according to our
business prerequisites.
 As the world is increasingly subject to the web, it helps the business to connect and
interface with the individuals on a bigger scope.
 Saves a ton of cash when contrasted with the conventional method of promoting as it
is less expensive and productive.
 Being perceived as a brand has gotten a lot simpler.
 The choices are not limited to a couple, there are numerous choices and individuals
can decide to change from one to the other if plan as doesn't work and that doesn't
cost an extraordinary loss of cash.
 Promotion of private venture is simple as it is savvy.
 Entrepreneurs think that its valuable as they needn't bother with an enormous
financial plan for this and it gives them gigantic stage to make a mark on the
advanced world.
 You don't require an enormous group to do advanced promoting battles not at all like
the customary way which thusly sets aside cash, time and work and furthermore
expands the ROI.

WEAKNESS
 A test to arrive at the populace which is still not utilizing the web.
 High odds of disappointment of computerized promoting efforts on account of
disarray because of the accessibility of numerous distinctive promoting choices.
 Keeping pace with new patterns and innovation.
 Need of profound comprehension of changing human conduct what's more,
necessities.
 If your image or item isn't supporting the clients need, at that point the opportunity of
getting terrible surveys in broad daylight is very high, which thusly may harm the
notoriety.

35
  Damage control of terrible audits or objections on social media or advanced stage is
an immense assignment and can even lead to the end of organizations.
 Data Analysis is yet an exceptionally large concern and not many individuals are
proficient in it as very few can comprehend what information really says

OPPORTUNITY

 Increasingly more work for the adolescent as this field is simply developing and
number of experts are less.
 Increase the span of your image, along these lines, prompting direct benefit.
 There are heaps of courses through which proprietors win cash aside from their
essential business, e.g.- giving space for promotions on site, subsidiary advertising in
web-based business and so forth.
 If the computerized advertising comes wherever in an undeniable way it will help the
nation itself to become computerized that implies significant lump of our populace
will begin driving a life which will be more brilliant and quicker.
 It will help our Indian Government Organizations to become advanced.
 All the activity from railroads, city association and so on.
 Will turn out to be quicker and smoother.
 Storing of significant and secret information of the administration associations will
be simple and made sure about.
 The Dream of making "Advanced India" can turn out to be valid.

THREAT
 Due to regularly changing patterns of various promoting regions also, regularly
changing guidelines of web crawler for streamlining the content, nonstop
mindfulness is required, which is very troublesome.
 Storage of information with full security is as yet an unavoidable issue mark.
 Analysing the information in an incorrect manner can prompt harming results which
is found in a ton of organizations.
 With the development of this computerized stage, clients have become increasingly
vocal about their sentiments and feelings, and with the accessibility of this stage they
can harm just as backer for any brand, which is a high chance for the advertisers.
 Step by step it is inundating all the customary methods of showcasing, which at last
may even prompt Television being left as the main wellspring of customary
showcasing.

36
The Digital Fellow's challenges, as well as potential solutions

There are an increasing number of obstacles that everyone appears to encounter at some
point during their digital marketing career. There's no point in wasting additional effort on
bad internet marketing. From dealing with a limited budget to floundering on social media,
here are the four most common digital marketing difficulties, along with the best answers for
each.

1. Understanding the business

Marketing begins with first observing the contenders and the subsequent advance is to
comprehend their moves and work as indicated by the patterns. The greater part of the
organizations can't comprehend the client business and that viability of planning the Target
Audience and Buyer Persona assumes an indispensable job in this business. You can utilize
the accessible purchaser persona layouts and free assets. If we can't comprehend Target
Audience and Buyer Persona, at that point there is no reason for saying that we are doing
Digital Marketing.

Solution: Along these lines, the as a matter of first importance step is to invest some
energy and make them meetings to generate new ideas with customers which will help in
understanding their business. These days Agencies don't meet customers regularly and
attempt to complete everything over a call or skype. Which will spare time and vitality
however you may endure with low relationship in future. Continuously the organizations
should attempt to have a Monthly Review Meeting to adjust the whole procedure in a
superior manner. Have an objective set up in the association and continue refreshing the
customers on everyday premise to have a drawing in relationship. Try not to hold up till the
end or beginning of the month to give another thought. Simply follow the idea of "Do it Now,
or Never"

2. Mordern trend

Trends is again the best and most exceedingly awful piece of Digital Marketing. The
offices endure a great deal as whom to follow and what to execute. There are part numerous
forthcoming patterns which is been discharged via Search Engines or Social Media Channels.
It's getting hard to adapt up to the patterns and actualizing those again needs a ton of Man
Hours which is the misrepresents on the Agency. The organizations are compelled to embrace
to the patterns to partake in the race. Furthermore, it likewise goes about as an incentive to 41
the Business. If he needs to include a worth, he can't charge his customer. That is the place
we endure in expanding our works and get paid low.

Solutions: The Agencies ought to follow the top influencers and attempt to actualize
whichever can be incorporated as a bundle and be straightforward with client and send them a
ready this is the up and coming pattern and what are the preferences in following. Let them
choose whether they must extemporize their business or what is there focus on the equivalent.
In this way, this takes care of the office issue in working more for less expense.

37
 3. Communication Gap

As the whole procedure of Digital Marketing like Search Engine Optimization, Social
Media Marketing are continuous procedures. It would require a few endorsements from the
customer to distribute on a brand page. That is the test as customers would be occupied,
would get postponed endorsements and have set up a best channel to get endorsements from
them. At the point when we meet, they continue saying that on the off chance that you give us
a tough situation regarding pressure we would do it yet when we start, they feel baffled. That
is the situation, however, can't accuse them, however. On the off chance that we need to
embrace to the pattern we may get the endorsement after the pattern terminates.

Solution: The most ideal route is to have an update and illuminate them the difficult that
may happen in coming days. Continuously converse with customers in numbers then just they
would have the option to pay attention to it. Continuously at whatever point you send an
update don't send as Any Updates and all rather you can drop a WhatsApp message or email
expressing that "Sir we are shy of posts and there are 10,000 fans hanging tight for an update
from your image in this way, if you don't mind think concerning whether to make them pause
or would you be able to favour us quicker so as to capitalize on it."

4. Lead Generation and Response time

Creating leads online is simple and you may not wind up producing new leads. As a
result of the client conduct. One client enquires 20 organizations, takes citations, settle with
one organization. It's undeniable however and that is not the one-of-a-kind idea which has
shown up in the Market. This will demotivate the office since individuals call before
breakfast and ask the citation inside 30 mins. Where there is a test to have an identification of
convenient conveyance, exceptionally responsive from the client yet often thinking about this
we will race to give a citation by doing insignificant examination which will influence the
organization. Since being sure that we may back this undertaking is extremely troublesome.
Presently it's where the endeavours are our own, yet we wouldn't have a clue about the
outcomes since we are rivalling 20 organizations. What dream they begin looking at the cost
42 and centre capabilities? Clients begin arranging where we wind up concurring for lower
cost for more work.

Solution: Require some serious energy in breaking down and afterward offer the citation
on the grounds that to be progressively explicit we have such an involvement with this, that
we wind up working more for less citation. Let them request in 30 mins unmistakably state
them it is beyond the realm of imagination and take as much time as is needed to cite. Be
extremely clear in your expectations and please feature that it will be month to month/yearly
bundle else customers end up in requesting you month to month cost for yearly bundle J If
you need to be exceptionally responsive in offering the citation then you have to have a gauge
quote prepared for all sort of enterprises which will help in limited statement process.

5. Retention of Customers

Sponsorship the activities are anything but difficult to support and scale is the significant
test. Each organization has an issue in offering the client driven approach or fulfil the client.
Continuously he winds up working increasingly more so as to fulfil them. The entirety of the
customers anticipates results. In a range of one month they would interest for leads.

38
Regardless of whether you guarantee or not in your expectations you have to take a shot at
prompts make them sure about your administration. These days creating leads from
Facebook, AdWords or from any of the social channels the lead quality is consistently
normal. Furthermore, some would fill in the structure on presentation page, yet they wouldn't
react. This causes them to negatively affect the battle results.

Solutions: Try not to guarantee however work for lead age in the back end. Since once
you have educated them then you may need to give the leads on everyday premise. It's
smarter to resemble Amazon Shipping administrations – They state it might take 7 days yet
will convey in 3 days. It will resemble under guarantee and over conveyance. In this way, it's
smarter to under guarantee than to get into pointless weights. The subsequent tip is to support
the leads or on the off chance that you have a selling group ask them to simply confirm the
leads which will help in staying sure regardless of whether they don't utter a word worked
out. You can have an informational with you that these numerous customers were intrigued.

39
RESEARCH

40
Literature Review
(P. Sathya,2015) “The primary purpose of the digital market is to know the customer's needs
and allows the purchasers to mix the merchandise with the virtue of digital media. The digital
market allows customers to stay their eyes on the information provided by the organization
associated with the merchandise to the purchasers, it ensures transparency. With the
assistance of the web , customers can have a glance at the knowledge provided at any time at
anywhere and may make orders while seating reception, as 24 hours services are provided by
the digital market to form purchases of any quite product. Now consumers can easily do
comparisons on the idea of data given, customers have the proper to settle on. Today almost
every customer depends on the digital market because it saves their time and most of them
are most satisfied while shopping online. Online shopping is safer for patrons today the
traditional shopping, each and each group of consumers are conscious of the digital market
today. Because of the supply of a good sort of products from everywhere the planet
customers feel that online shopping is simpler and fewer expensive because it eliminates
channels in between. In the promotion of the digital market, technical advancement is
improving day by day. Digital marketing collects feedback of consumers very easily and
reverts quickly towards the issues of customers and works on the suggestion provided. It
ensures transparency on only before purchase but after purchase also. within the present
market digital market have a greater future because it has a benefit for both customers and
sellers.”

(Andrew T. Stephen,2015) Technology has become a part of the trillions of

individuals today. for instance, In America, the present usage rate of the web is closer to
100% within the coming years especially for the upper education group and higher
income group. Social media has become an important a part of the expansion of usage
of the web, the number of hours youth hung out on social media is nearly double from
last decades. In short today people are more interested in the web and social media. By
using internet consumer search information provided by the organization and makes
comparison among others then makes purchase decision and share their opinion with
others. So, it's very important today for marketers to know consumer behaviour within
the digital market and shift to the digital marketing channels. Consumers use mobiles
and mobile apps which play an important part in online shopping as consumers can look
for information by using their smartphones at any time and at anywhere

(Manasvita Subramanian,2020) States “Digital marketing has changed the marketing game
and touched new heights, such a lot so that those who weren't anywhere on the brink of this
field are now eager to use this to market their brand. With quick access to the web,
consumers today are far more enlightened and empowered. Maximum consumers confirm to
see what the present brand users need to say about the product/service before making their
purchase decision. consumers are quick to modify brands provided the new one is offering
better features. Consumer behaviour in today’s digital age keeps shifting and expanding
every now then. Being in sync with consumer’s choices and therefore the current trends are
that the only way which will assist brands stay within the game”.

(Ashima Bansal,2020) The impact of digital marketing isn't bounded to businesses only; but
also influenced the buyer deciding also. Digital presence helps in Building the trust
Automatically the digital appearance of any firm or organization help to putting together the

41
trust with the purchasers which trust help the consumers to require any decision with no
hesitation. The digital marketing plays an critical role in motivating the consumers to shop
for that product, thus commencing to increase in overall preference list of the consumers. If
any organization is digitally present, then it'll automatically cause the more positive results
from the purchasers and overall adding more to the organizational goals. the key to marketing
success isn't secret at all; Digital Marketing is all that matters.

(Nidhi Tondon, Simran Kaur, 2018) Today digital marketing features a greater range of
expanding their business within the future as customers are far more satisfied by doing online
shopping as they find digital marketing much more reliable than traditional marketing.
Digitalization also develops a picture of enterprise because it is that the key for the
competition which improves enterprise ability to play a greater role in international markets.
The ever-changing buying behaviour of the consumers within the digitalized world should be
understood properly to form business sustainability.

42
Recent News

 Nurotech is disrupting digital marketing industry by offering

guaranteed SEO service.
Nurotech - a brand of Yogyainfomedia Limited, maybe a global independent
company. As a digital marketing agency, Nurotech offers Social Media Marketing,
Lead Generation, program Optimization, Web-development, and Web- designing
services. Strengthened up by a team of strategists, designers, and technologists,
Nurotech features a proven diary of delivering successful solutions to companies in
India and overseas.

 Why Digital Marketing Is Important For Business Owners.

One of the foremost difficult things to predict about operations is the way
to most effectively reach and engagement with the audience. Many business
leaders might imagine of Digital Marketing as Pop-ups or Banner ads on
websites. Some are aware that a well-maintained social media presence is a
crucial facet of digital marketing also. But while they'll know a number of the
tactics utilized in digital marketing, digital ads are effective, especially compared
to more traditional sorts of advertising due to Cost-Effectiveness, More Targeted
Audience Reach, Brand Awareness, Lead Generation, Customer Engagement,
And Retention and also helps in staying Connected With Customers.

43
Research and Analysis
Objective of the study

Primary objective to conduct the research was to

 To know consumers, prefer products or not that have no presence digitally.
 To know the Type of products they buy & don’t want to buy online.
 Special offers/Discounts excite them to buy products irrespective of brand choice.
 To know the action of consumers on Paid promotion advertisements (social media).
 To know which Type of research consumers, do before buying.

Research Methodology

 To conduct the survey, questionnaire was prepared by using Google form.

 The Google form was floated to capture the responses and collect the primary data.
 Analysis of response received.
 Using the response of the concerned persons and by analysing the Questionnaire,
conclusions had arrived.

The questionnaire made was separated into two parts. Part one consisted of private
inquiries to obtain the demographics of the participants. Part two asked questions regarding
the study. The questionnaire was prepared in such a form that each one of the participants can
find the questions appropriate and don't face any trouble in understanding the question. The
questionnaire was mainly consisting of factors affecting customer’s buying behaviour and
buying habit while making the purchase decision. Tried to understand different viewpoints of
purchases as compared to all or any of the brands available. This was a crisp and short survey
form but almost contained all the small print about the buyer's buying habit and behaviour.

Scope of the study

The research was conducted in several states of India and was concentrated to

know what the digital habits and buying behaviours of the buyer and to understand the
buyer brand preference and buying behaviour towards different brands. The study also
analysed the response of consumers towards the web paid advertisement. The study
helps to know the various impact of digitally present brand on consumer behaviour, but
while implementing it will differ from situation to situation.

Research Design

The research design refers to the procedures and methods utilized for guiding a
study. It allows researchers to set research methods that are most appropriate for the
subject matter and frame the research study accordingly. An impactful research design
normally forms a minimum bias in data and increases trust within the correctness of
collected data. it's broadly classified into three types:
 Causal Research Design

44
  Descriptive Research Design
 Exploratory Research Design
This research was conducted by using a Descriptive Research Design. during a
descriptive design, a researcher is solely curious about describing things or cases under
their research study. it's a theory-based design method that's created by gathering,
analysing, and presenting collected data. this enables a researcher to supply insights into
the why and the way of research. Descriptive design helps to better comprehend
the necessity for the research. If the statement isn't clear, we'll conduct exploratory
research.

Source of Data

 Primary Data: Primary data that are collected directly from main sources
through interviews, surveys, experiments, etc. Primary data are usually collected
from the source—where the info originally originates from and are considered the
simplest data in research. In this project questionnaire is used to collect the
primary Data.

 Secondary Data: Secondary data is the data that has already been collected
through primary sources and made readily available for researchers to use for his
or her own research. it's a kind of knowledge that has already been collected in
the past. Sources of secondary data include books, personal sources, journals,
newspapers, websites, government records, etc. Secondary data are known to be
readily available compared that of primary data. In this research internet is used
to collect the secondary data.

Interview

Survey
Primary Data

Questionnaire

Source of Data
Feedback

Corporate
Report
Secondary
Data
Books and
45 Journals
Tools of Data Collection: Google form is used to collect the data. In this study, primary
data collection method has been used. A questionnaire was prepared, and Google form is
used to collect the data.

Sample Design
 Duration of the study: The study is conducted over a period of 10 Days.

 Sample Size: Sample size for this study is 70 individuals.

 Sampling method: Random sampling method is used to collect the data.

 Area of Sample work: Area of sample work is Pan India.

Method and Techniques of Data Analysis

Data Analysis: Obtaining raw data, organising, and cleaning it, storing it in a convenient
location, and lastly applying various statistical approaches to extract insights and create
visualisations are all part of data analysis. Data analysis can be done with a variety of tools.
Data was sorted and analysed in this study using Excel. Excel is a popular and widely used
analytical tool in practically all industries.

Process of Data Analysis

The next step is to aggregate the data in a meaningful way once all of the relevant data
has been obtained. This includes the following:

 Defining Objective: The first stage is to establish clear goals. To achieve the best
outcomes from the data, the objectives must be clear.

 Posing Questions: The next stage is to request the study participants to answer the
questions and gather their responses.

 Data Collection: The next stage is to gather information. Because of unexpected

conditions. During Pandemic, data collecting was done using Google Forms.

 Data Scrubbing: Raw data might come in a variety of formats, with a lot of trash
values and clutter. The data is cleaned and transformed before being imported into
data analysis software. 

 Data Analysis: Import the new, clean data into our data analysis software. We can
use these tools to look at the data, detect trends, and answer what-if scenarios. This is
where we find the payoff, where we find the results.

 Conclusion: Drew inferences based on the evidence. To gain the best results, these
insights can be summarised in a report, a graphic, or both.

46
 DATA ANALYSIS
AND
INTERPRETATION

47
 The survey was divided into two parts. The users' demographic personal information,
such as name, age, gender, and location, was gathered in the first section, while questions
about the study were captured in the second half. The study is divided into two sections, one
for males and one for females, with the goal of learning about both gender’s digital habits and
purchasing habits.

The collected data was analysed, and the following findings were discovered.

Part 1

Male Participants 48

Age Group No. of Participants

10-20 5
20-30 36
30-40 2
40-Above 5

Occupation No. of Participants

Student 37
Business 4
Employed 7
Other 4

Locality No. of Participants

Metropolitan 9
Urban 25
Rural 14

Female Participants 22

Age Group No. of Participants

10-20 4
20-30 11
30-40 3
40-Above 4

Occupation No. of Participants

Student 14
Business 3
Employed 2
Other 3

Locality No. of Participants

Metropolitan 4
Urban 16
Rural 2

48
 Part 2

Do you buy the products if No. of Participants

Gender you don't find them
online?
Yes 31
Male No 3
Maybe 14
Yes 11
Female No 4
Maybe 7

64 % male and 50% female prefer to buy product even if they don’t find it online. Which
means they may not care their online presence.

Gender Do you tend to buy the No. of Participants

product after seeing it
online?
Every time 3
Sometime 36
Male Rarely 8
Never 1
Every time 2
Female Sometime 16
Rarely 3
Never 1

75 % male and 72% female agree that they buy product after they seeing it, it does not
signify that they will buy online but the product awareness will definitely enhance.

Gender What kind of products do Responses in Percentage

you like to purchase
online?
Apparel 54.16 %
Electronics 37.5 %
Male Grocery 39.58 %
Cosmetics 22.92 %
Healthcare 58.33 %
Others 12.5 %
Apparel 68.18 %
Electronics 50 %
Female Grocery 27.27 %
Cosmetics 36.36 %
Healthcare 9.09 %
Others 13.63 %

49
54% male and 68% female agree that they purchase apparel online and the 58% male also
choose to buy healthcare online.

Gender What kind of product you Responses in Percentage

don't like to purchase
online?
Apparel 14.58 %
Electronics 14.58 %
Male Grocery 39.58 %
Cosmetics 20.68 %
Healthcare 48.27 %
Others 10.34 %
Apparel 13.63 %
Electronics 18.18 %
Female Grocery 31.81 %
Cosmetics 31.81 %
Healthcare 63.63 %
Others 4.54 %

The Grocery 40% and Healthcare 48% are not preferred by men to by online, in case of
female majority of female also don’t want to buy healthcare 64% online.

Gender Do you buy products on No. of Participants

special offers and discount
against your preferred
brand? (Say you like Nike,
but at a discount/offer will
you buy Bata?)
Always 13
Male Sometime 25
Rarely 6
Never 3
Always 10
Female Sometime 10
Rarely 0
Never 2

52% male and 45% female agree that they choose sometime different brand against their
preferred brand on special offer and discount. It signifies that sale of brand can be increased
if they give special offer and discount.

50
 Gender What Do you do after No. of Participants
seeing sponsored
Advertisements?
Follow up the link 6
Like the post 15
Male Comment on the post 2
Share the post 0
Save it 0
Skip it 25
Follow up the link 0
Like the post 7
Female Comment on the post 1
Share the post 0
Save it 1
Skip it 13

52% men and 59% female agree that they skip the advertisement as soon as they see it. It
means Advertisement is reach to the customer but they are not engaged with it.

Gender Do you research before No. of Participants

buying products?
Always 33
Male Sometime 14
Rarely 0
Never 1
Always 10
Male Sometime 11
Rarely 0
Never 1

69% male and 45% female they like to research about products before taking buying
decision, which means majority of consumer do research before buying.

51
 Gender Where do you ask/Search Responses in Percentage
for information?
Google 89.58
Friends/Family 58.33
Male Blogs 41.66
E-commerce 39.58
Others 31.25
Google 90.90
Friends/Family 4.54
Female Blogs 13.63
E-commerce 27.27
Others 4.54

Finding suggested that at most 90% men and 91% female use Google as their primary source
of research and information.

52
Conclusion and Observation
From the research and finding it can be concluded that the now a day’s consumer are
more educated and they are using to search for information about product before taking any
buying decision. If we put the relevant information online regarding the product and its
specification and the USP’s then it will gain the more competitive advantage against
particular competitor.

And also, majority of consumer skip the advertainment as soon as they see it, which
signifies that advertisement is not engaging enough or they are not the targeted consumer.
The situation will definitely impact the ROI.

At special offer and discount people can choose different brand against their preferred
brand, which means the consumer are price conscious, as soon as they see lower, they don’t
hesitate buy the product. In such situation many companies can be benefited and they can sell
out their old stock and save themselves from making loss.

53
 LEARNING
EXPERIENCES

54
 I was hired as a Digital Marketing Intern at The Digital Fellow. I was able to study and practise a
lot of things that I didn't know before. They believe in both the learning and working processes
During my internship, I learnt and worked on a variety of projects.

The following are some of the most main roles that I can think of:

1. Digital Brand Audit

2. Content Research
3. Persona Research
i. Persona Calls
ii. Persona Calls Data Mapping
iii. Persona Cards (Creation)
4. Competitor's Research
i. Keyword Research (Website and Blog)
ii. Hashtag Research (Social Media)
iii. What People Search (a. Google b. Quora)
iv. Social Media Content Analysis
v. Perceptual Mapping (Data collection)
5. Understanding Brand Communication Gap
6. Social Media Analytics

In addition, I improved my presentation skills. I got into a lot of meetings and sessions where
corporate employees questioned us before handing us any work and were willing to listen to our
concerns. At first, I did Digital Brand Audit of Hair oil industry(11company). Their I worked on
Content audit, Digital Assets Audit, SEO audit. I mostly worked on projects for one company. The
TMT 600 manufacturer company. According to The Digital Fellow's policies, I am not permitted to
reveal the name of the companies. I was required to do some research (website and social media) on
the company and its competitors, also did persona research as part of the project.
The primary goal of the study was to learn what the competitors were doing, how some of them
were doing things better than the company, and where the company fell short. Possible remedies
were to be discovered and implemented following discussion with supervisors and clients as a result
of this analysis. I enjoyed the company's culture, flexible working hours, supervision and support,
new things to learn every day, and personal help such as academics and skill development. Working
with The Digital Fellow was a fantastic experience and opportunity for me.

55
Bibliography & References

56
Fellow, T. D. (2020). Retrieved from https://thedigitalfellow.com/:
https://thedigitalfellow.com/

Hubspot. (2020). Hubspot. Retrieved from https://blog.hubspot.com/:

https://blog.hubspot.com/marketing/what-is-digital-marketing

Chakroborty, S. (2020, May 3). https://thedigitalfellow.com/. Retrieved from

https://thedigitalfellow.com/the-accidental-entrepreneur-his-journey/

Vidya, D. (2017, April 18). Digital Vidya.com. Retrieved from

https://www.digitalvidya.com/blog/growth-of-digital-marketing-industry-in-india/

WebFX. (2020, June 5). WebFX. Retrieved from

https://www.webfx.com/blog/marketing/importance-of-digital-marketing/

Shodhganga. (n.d.). Retrieved from

https://shodhganga.inflibnet.ac.in/bitstream/10603/203334/14/14_bibliography.pdf

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ANNEXURE

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Questionnaire (2 Sections)
(Customer Demographics and Questions to fulfil the objective.)

▪Part 1 - 
1) Name
2) Age (10-20,20-30,30-40,40&Above)
3) Gender (Male, Female
4)Occupation (Student, Business, Employee, other)
5) locality (Metropolitan, urban, Rural)

▪ Part 2 -
1) Do you buy the products, if you don't find them online?  (Yes/No/Maybe)
2) Do you tend to buy the product after seeing it online?   (every
time/Sometimes/Never)
3) What kind of products do you like to purchase online? (Apparel, electronics,
Groceries, Health care, other)
4) What kind of product you don't like to purchase online? (Apparel, electronics,
Groceries, Health care, Cosmetics, Sports other)
5) Do you buy products on special offers and discount against your preferred brand?
(Always/sometimes/Never)
6) What Do you do after seeing sponsored Advertisements?
(Follow-up the link, like, comment, share, Save it)
7) Do you research before buying products? (Always, Sometimes/Never)
8) Where do you ask/Search for information?
(Google, Friends/Family, Blog/E-commerce/Other)

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