NIT Graduate School Of Management

SUMMER INTERNSHIP PROJECT REPORT

ON
“Study of Digital Marketing Agency”
Submitted to
Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur
In partial fulfillment for the award of degree of
Master of Business
Administration with
specialization in ‘Digital
Marketing’

Under the guidance

of: Dr Mukesh Patil

Prepared by:

‘Aniket Dhadhe’

2021-23
Survey No. 13/2, Mahurzari, Katol Road, Nagpur – 441 501

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CERTIFICATE

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 NIT Graduate School Of Management

CERTIFICATE

This is to certify that this summer internship project report titled “TITLE OF THE REPORT” is a

bonafide work of Aniket Dhadhe, student of MBA (Second Year), N I T Graduate School of

Management (Academic Session: 2021-23). He/She has carried out the internship at Name of

the organization. This report is being submitted in partial fulfillment of requirement for the Post

Graduate Degree of Masters of Business Administration (MBA) of Rashtrasant Tukadoji Maharaj

Nagpur University, Nagpur.

Prof/Dr. Mukesh Patil Dr. Mukesh Patil

Academic Mentor Officiating Director

Place: Nagpur
Date:

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 Table of Contents

Sr.No Contents Page No

1. Executive Summary 1

2. Introduction 2,3,4

3. Organizational Profile 5,6

4. Objective of the Study 7

5. Research Methodology 8,9,10

6. Tasks and Assignments undertaken during SIP 11

7. Observation, Interpretation and Analysis of Work 12,13,14,15,16,17

Experience
8. Conclusion 18

9. Recommendations 19

10. Bibliography 20

Campus: Survey No.13/2 Mahurzari, Katol Road, Nagpur – 441 501

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 Executive Summary

The report for digital marketing is very important to show the progress and
performance ofdigital marketing campaigns.

 It also allows businesses to track their ROI and

performance against theircompetitors.

 The report should include: -A list of all digital marketing channels used
(e.g. SEO, PPC, social media, email marketing, etc.) -The number of
leads/sales generated from each channel -The cost per lead/sale for each
channel -The conversion rate for each channel -The ROI for each channel -
A comparison of theperformance of each channel against the others

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 Introduction

While choosing something for themselves, people always have this inkling question as to why

this? So while choosing Digital Marketing Course by ECHO Education in Nagpur if you wonder

the same thing, then let us answer it for you.

We know time and money is of immense value for everyone and we understand that. We

have designed our program in a way that is affordable and compact enough. On the job

training and practical knowledge on market treads will boost you while working

independently. Courses are updated according to the growing demands of current

market.

ECHO Education team analyses individual interests and guides its scholar to better their

career. Students are encouraged to comeout of their cocoon and vocalise ideas in a healthy

classroom participation.

We wish for our students to get industry ready for the wave of upcoming Digital Marketing

needs. ECHO Education thrives when we know our students can face the Marketing world

headon after we release them from under our wings.

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 Management Structure

Organization Name: Echo Adverting Agency

Department: Marketing Management

Address: Civil Lines,Nagpur – 440001

Ownership Type: Self Owned

Firm Type: Private

Primary Business Type: Digital Marketing

Category: Private Limited

Communication Language: English, Vernacular

Year of Establishment: 2018

Competitors: Hire Glocal, Michael Page, etc.

Customers: Capita, DHL, Wills, etc

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Some of the achievements of echo education are as follows

 Technical SEO exam

 Inbound marketing certificate
 Keyword research exam
 SEO fundamental exam
 Google ads search certificate
 Content marketing certified

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 Organizational Profile

Products and services offered :

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 Strengths: characteristics of the business or project that give it an advantage
over others.
 Weaknesses: An analysis of the weaknesses of any Advertising consulting
business by its owner requires an extraordinary degree of both honesty and
humility. It is not easy to admit where your program has weaknesses. Further,
from the perspective of an insider, it is often difficult to even detect some
weaknesses. For that reason, the input and constructive criticism of outsiders is
aninvaluable asset. It is likewise important to allow your insiders, employees and
associates to openly point out deficiencies during the SWOT analysis. The
customer or associate who provides constructive criticism is doing you a real
favor, so be prepared to accept critical input in the spirit in which it is given!
 Opportunities: We know our hypothetical Advertising agency’s strengths and
weaknesses. Now, it is time to think about the opportunities that the market is
presenting. Opportunities are external to the company and present the
possibility for profit and growth IF the company can position itself to take
advantage of the opportunity – which is precisely what the SWOT analysis is
designed to do. It is almost certain that the company will not be able to take
advantage of every possible opportunity, so identifying the ones with the most
potential is critical.
 Threats: Threats are external to your agency. They might come in the form of a
new competitor, a bad national economy or conditions that are completely local
toyour community. A terrorist attack anywhere in the world would be a threat as
it might keep people from Advertising. A resurgence of swine-flu is a threat we
all face this fall. Any of these events or circumstances would threaten an
agency’s ability to exploit opportunities, to grow, and prosper.

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 Objectives of the study

 Internships helps to gain practical knowledge of the industry and

provide learningbeyond the classroom.

 It helps you to unleash your actual potential.

 It gives a chance to gain exposure to work profiles and build skills.

 It helps to get familiar with the specialization domain.

 It supports decision-making to choose a better career option at the time

of the finalplace.

 Digital marketing internship was a keen learning way in the new digitalized era.

 To study the awareness of digital marketing among business holders.

 To study the need and interest in digital marketing services.

 To study the growth of digital marketing among business holders.

 To study the effectiveness of digital marketing among business holders.

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 Research Methodology

Advertising refers to a marketing strategy that involves the paid promotion of

brands, products, and services to attract customers and increase sales of
companies. It includes roadside hoardings, websites, electronic and print
newsletters, product packaging, restaurant placemats, event bulletins, video and
image content on social media platforms, television (TV), sides of cars and trucks,
and subway car walls. It helps introduce a new product in the market, supports
salesmanship, offers more employment opportunities, and educates business
customers. It also enables companies to focus on the competitive advantages of
their products, the distinctive added value to customers, and sustain the market
competition. As a result, various organizations in India are relying on innovative
advertising solutions to reach targeted audiences, enhance customer experience,
and increase profitability.

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Here, we have made a list of 10 key challenges faced by agencies:-

1. Building and Maintaining the Credibility of Online Presence

2. Maintaining own Service Standard

3. Make Booking Procedure more Convenient

4. Dealing with Duplicate Data Entries

5. Providing Services as per Specific Requirements

6. Expense Management

7. Tedious Operational Management

8. Knowing Clients’ Requirements

9. Maintaining Cash Flow

10. Coping with a Flood of Enquiries.

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Future potential of the sector

Then, again a shift came in the advertising industry in 2018 when digital advertising became the

prominent 30%-40% of marketing spend for every brand. This marketing method remained the

same before the COVID-19 pandemic. Just like every other industry, this pandemic brought a

revolution in the advertising industry as well.

Out of Home (OOH) and print advertising had vanished during the epidemic, TV continues to be

the choice, but digital advertising is holding the pride of place. All the spending that was

deducted from outdoor and print advertising is now used in online or digital advertising. Even

digital advertising spends have surpassed television spends. Hence, as per the trends and

demands, clients are looking for innovative digital ideas.

Now, with the changing demand and upgrading scenario, an agency has to emphasize more on

digital-first strategy. Along with that, they have to understand the mainline media, i.e.,

television advertising. Hence, we can say that agencies today are providing an integrated

perspective, wherein they are focusing on mainline as well as digital advertising.

So, the future of advertising agencies lies in having an integrated approach to every marketing

campaign in which no advertising domain should be left behind. They need to have an

understanding of every vertical, whether it be print, television, OOH, or digital advertising. But,

their idea should be the digital-first idea.

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 Tasks and Assignments undertaken during SIP

 Generating Traffic and leads of platforms for marketers to publish.

 With so many options h their content and even more ways to promote it, it's hard
to know where to focus the efforts. Creating a high-quality content that the
audience actually wantis the biggest challenge.

 Generating the ROI

Generating high return on investment at the initial phase of marketing and
promotionswere quite low. Implementing a marketing campaign and
executing it is a long-term process that requires a lot of time and patience
before it works out successfully.

 Securing Enough Budget

Securing Budget from our clients was another biggest challenge that we faced.
Most ofthe clients were not ready to invest enough money in the promotional
activities thus it was hard to achieve the ROI.

 Finding and keeping talented people

Trying to recruit the best minds in the industry is not easy. The best talent is already
working forother companies, and to convince them to jump ship is no easy task,” said
Kean Graham, CEO of Monetize More.

The two most popular strategies used by digital marketing agencies to attract and retain
talent arehiring remote workers and having an in-house training program to build new
college graduates and young “creative” into exceptional marketers. Hiring remote talent is
increasingly popular among small and medium-sized agencies, as it provides access to a
bigger and more affordable talent pool.

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 Observation, Interpretation and Analysis of Work Experience

The most powerful and result-oriented way of marketing in 2018 is Digital Marketing, and
some of the observations on current and future of 5 key channels which plays role in
deciding future ofdigital marketing in India are–

Mobile Marketing
Mobile marketing is going to play one of the most significant roles in 2018, where
marketers plan in a result-oriented fashion to understand customers, devise result-
oriented marketing plansand campaigns, changing needs and characteristics.

Video Marketing
Video content is absorbing content marketing and the power to tempt more customers in
the quickest possible is an advantage for online marketers. As mobile marketing is
booming, videosare now offered on mobile phones that fuel up the whole process.
Video marketing is the most powerful way that companies use for – Introducing
themselves, spread their messages, Promotetheir products/services, Increase their reach
and optimize search ranking, Boosting customer engagement, and enhancing returns on
investments

Email Marketing
The most important part of your business branding is Email marketing and you need
to pick those trends that befit your business objective and customer profile. In email
marketing strategy,
using professional email templates should be the base of your e-mail marketing
campaign, asyour emails should reflect your quality and Integration of social media
content. Aestheticallyappealing animated emails are the trend that will see a great
rise in mobile-friendly email marketing.

Social Media Marketing

Social Media Marketing has a massive power to channel marketing campaigns in effective
and innovative ways as social media keeps evolving. The medium to respond to new tech
innovationsadeptly is social media, it also exceeds customers’ expectations at same time.
Some of the key social media trends in 2018 are – Live video streaming, the enormous
evolution of Snapchat, Instagram stories, social slideshow ads, social chats, etc. would be
the top components of social media marketing in 2018

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 Analysis of Work Experience

Week 1: -

 Introduction to company –ECHO Advertising Agency, its Management

Structure, its work culture, company’s Vision & Mission and Various

Department of Company.

 Based on the work done in first week of Internship, It has been come to know

about the company - ECHO Advertising Agency which is an ISO 9001:2015

certified Private Limited Company based at Nagpur, Maharashtra.

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Week 2: -

 Varied Products & Services our company- ECHO Advertising Agency are

offering, its famous clients, Various projects company are handling.

 Based on the work done in second week of Internship, It has been came to

know about the company different products & Services. ECHO Advertising

Agency is one of the leading Advertising Companies in Maharashtra (MS), by

undertaking the following works and executing the same as per the schedule

with satisfaction.

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Week 3:-

In 3rd Week, I Had Learned Online Marketing, also known as digital marketing, web
marketing, internet marketing, or e-marketing is the marketing of products or services
over the Internet. Internet marketing is sometimes considered to be broad in scope
because it not only refers to marketing on the Internet, but also includes marketing
done via e-mail and wireless media. Management of digital customer data and
electronic customer relationship management (ECRM) systems are also often grouped
together under internet marketing.

I Had Learned, Clearly, marketers are adding on-line channels to find, reach,
communicate, and sell. I- marketing has at least five great advantages. First, both small
and large firms can afford it. Second, there is no real limit on advertising space, in
contrast to print and broadcast media. Third, information access and retrieval are fast,
compared to overnight mail and even fax. Fourth, the site can be visited by anyone
from any place in the world. Fifth, shopping can be done privately and swiftly.

Even before the Internet there were many different ways to advertise, in different
media such as radio, TV, newspapers, magazines, as well as via telemarketing or
pamphlets. Usually the goal was to get a company- and/or product name, a statement
etc. commu- nicated to as many people as possible for the smallest price possible.

Week 4:-

In 4th Week, a number of search options became available. Companies had the option
to advertise themselves on a larger scale. Due to advertising perception at the time,
many businesses were assumed to have great value, and thus traded on the stock
exchange at extraordinary high rates. This collapsed in 2001 at what is commonly
known as the dot- com bubble.

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Week 5:-

In Fifth Week, I had studied Due to the technologies available today, as well as
broadband implementations in most homes, advertisers are able to make massive
leaps and create global campaigns (be- come globalised in just a few minutes).
Leaps that willbe more obvious as a new genera- tion of professionals take control.

Week 6:-

I had learned Internet is used in any and all industries, as a branding and marketing tool,
as an internal communication tool, and as the start of most business transactions. Today
companies use the Internet as one of the most powerful tools in a big number of ways.

The Internet has unlocked a large number of search options and new ways of
highlighting the important aspects of any item. Thus marketing has been redefined
via the Internet, and given even small businesses a chance to promote and brand their
products on a largerscale. The Internet has there- fore experienced enormous growth in
online advertising, since its inception in the early 1990‘ies. It is still however executed in
the usual one-way- communication, as it has al- ways been done. Success stories in
advertising are easy to find: Amazon is using their customers to market products to
others via the ―other buyers, who looked at this, also looked at this.

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 Customers are highly information seekers. They collect more information about
quality, price and refer customer‘s experiences before purchasing a product.

 Advertisements have high impact for creating stimulus in customers. But this
stimulus will get in to action only through opinion leaders.

 Consumers have high tendency to go for online purchase. They have high affinity to
go online for electronic products and apparels.

 The same thing is happening for the newspaper also, people have more affinity
towards online news portals. Here's the reason may be they can get news updates
very early; they don‘t need to wait for daily newspapers.

 In both of these cases, one opportunity is lost for marketer and one opportunity is
emerging for them to reach their T.G.

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 CONCLUSION

 The successful completion of this internship indicates that the future of

marketing is in the hands of digital. Digital marketing is not only concerned with
placing ads in portals, it consists of integrated services and integrated channels.
Marketers want to use these components in an effective way to reach target
groups and to build a brand. In this digital era marketer is not the custodian for
a brand, people who are connected across the digital platforms are the
custodians.

 Brands want to build their presence over digital platform, because customers
have high affinity towards digital media than other media‘s. More than that
customers are highly information seekers and digital media is the only platform
for two way communication between brands and customers.

 Digital media is the best platform to convert a product to a brand. Because it is

more cost effective and it provide lot of touch points to marketer. Brands can
able to engage their target group in an effective way through digital platforms.
Digital media is not only for engagement, brands can increase their customers
or they can retain their existing customers. Digital platforms help to increase
the impact of brand recall in target groups.

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 Recommendations

 Consumer new produce manufacturers mostly use the label in there products. Basically
they describe that made where it was made. When it was made. What is contains how
to use it, etc. furthermore, they believe that the consumers are properly guided by label
to use the products. The information given in the label and its value to be highlighted
while promoting the product in the market. It must also be more useful technically.

 I do believe that, the culture difference does have an impact on companies initiative to
design the product package. For instance, during our research ; the choices of packaging
colors are quite different. Thus, we thing that, is important for international companies
to take a consideration of culture difference when they design the product package.

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 Bibliography

 Digital marketing is the process of marketing a product or service using

digital technologies, mainly on the Internet, but also including mobile
phones, displayadvertising, and any other digital medium.

 A successful digital marketing campaign will require a well-

designed website, astrong social media presence, and effective use
of digital marketing tools and techniques. Here are some useful
resources on digital marketing:

 The Beginner's Guide to Digital Marketing: This guide from HubSpot

covers thebasics of digital marketing, including topics such as SEO, social
media, email marketing, and more. The Advanced Guide to Digital
Marketing: This guide fromMoz is a more advanced look at digital
marketing, covering t…

1. Google Analytics can be used to track site traffic and conversions.

2. Social media platforms such as Facebook, Twitter, and LinkedIn can be

used togenerate leads and increase brand awareness.

3. Pay-per-click (PPC) advertising can be used to generate leads and drive traffic
to awebsite.

4. Search engine optimization (SEO) can be used to improve a website's

visibility insearch engine results pages (SERPs).

5. Content marketing can be used to create and distribute valuable, relevant,

andconsistent content to attract and retain a defined audience.

6. Email marketing can be used to cultivate relationships with potential and

existingcustomers.

7. Mobile marketing can be used to reach potential and existing customers

throughmobile devices.

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NIT Graduate School Of Management

Thank You

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