PREFACE

As a part of the partial fulfillment of the MBA

programme at B.S.A. College of Engineering &
Technology, Mathura, Summer Training done with the
Company name & city.

In its broadest sense project report is necessary to make

the students of business school familiar with the
industrial environment prevailing in the world. To be
competitive and work aggressive, students need to
know the policies, procedures and the trends going on
in the present industrial work
ACKNOWLEDGEMENT

First of all, I would like to Thank Almighty Allah for his

grace for his grace in accomplishment my internship
report timely. I would like to express my gratitude to
my honorable academic instructor Syeda Shaherbanu
Shahbazi Ahmed from the core of my heart for his kind
support, supervision, instructions and advice and for
motivating me to do this report. I am also thankful to
the whole team of “Cookie Jar Ltd” for giving me the
opportunity to work with them in marketing
department. The experience I have gathered will be
privilege for my future career planning. I believe that
this situation has prepared me for taking up new
challenging opportunities in future. I have tried my best
to complete such a big project in an efficient manner.
Certificate

Date- 05-01-2003
TO WHOM-SO-EVER IT MAY CONCERN
This is to certify that Mr. Vivek Kumar Son of Mr. Baldev
Singh worked as Financial Analysis in our company from Sep,
2022 to Dec, 2022 with our entire satisfaction. During his
working period we found him a sincere, honest, hardworking,
dedicated employee with a professional attitude and very good
job knowledge. He is amiable in nature and character is well.
We have no objection to allow him in any better position and
have no liabilities in our company.
His basic pay is 15000 only.
We wish him every success in life.

Sincerely,
Name- Mukesh Ambani
Designation- Financial Analysis
Company Name- Relince Industries Limite
About the company
Digital marketing is rising in India with fast pace. Many
Indian companies are using digital marketing for
competitive advantage. Success of marketing campaign
cannot be solely achieved by digital marketing only.
Rather forsuccess of any marketing campaign it should
fully harness the capabilities of various marketing
techniques available within both the traditional and
modern marketing. Startups that use digital marketing
many times got failed. This study shows precautions to
be taken for effective implementation of digital
marketing to reap tremendous potential to increase in
sales. Digital Marketing is any form of marketing
products or services, which involves electronic devices.
It can be both online and offline. According to institute
of direct marketing "the use of internet and related
digital information and communication technologies to
achieve marketing objectives.
"Digital marketing and it`s tools (online advertising,
online video and interactive television advertising,
mobile marketing, buzz marketing, websites and social
media) are perfect for communication with all
stakeholders, and at first place with customers. This
days the main challenge of companies and digital
marketing communication is being noticed. Digital
technologies match traditional communication and
media channels, beside that they span the marketing
mix. Accordingly, digital communication become
significant element of marketing communication.
Companies can hardly gain profit without getting
noticed, especially if the target audience is young people
that are digital natives. The originality of this paper is its
focus on new trends in digital communication and their
impact on companies’ processes to explore how a
strategic adoption of digital communication tools can
influence creating strategies and action plans.

Introduction
Profile of Asiatic Events Digital Marketing
Asiatic Events Marketing Ltd also known, as AEML is a
Dhaka based interactive marketing communication firm
dedicated to serving its clients to meet their business
objectives and effective market communication
practices. It is the leading agency of the country and
mainly prioritizes below the line activity from activation
to events and direct marketing; newly added Digital
online marketing known as Cookie Jar. It is under the
360 communication plan of Asiatic group. Aly Zaker
and Sara Zaker are the founding members of the agency
and it got its operative license from the internationally
recognized JWT agency. AEML has been in operation
from 1993 and have had huge success rate in the field on
BTL communications since its inception. One of their
biggest achievements was to arrange ICC Cricket World
Cup, which was held in Bangladesh. More than 80
clients are currently having account with Asiatic for all
their BTL campaign, activation, events as well as their
direct marketing.
The newly added digital wing know as Cookie Jar was
created to cater the demands of the digital and social
media marketing for it clients. It is one of the first mover
companies in Bangladesh market in digital marketing.
Currently it is operating one of the biggest brands
Facebook page in Bangladesh, which is Airtel Buzz. It
started its operation in digital marketing in 2006
however from January 2013 it started social media
marketing for the brand page Airtel Buzz and now it is
one of the biggest social media marketing firms of
Bangladesh with a semi annually turnover of 1corer
taka. Its current clients are Nokia, Airtel, Ekhanei.com,
Samsung TV, Igloo, Mi Amore, Pepsico, Samsung
Camera and Notebook, British American Tobacco,
Bkash and Cycle Life and many more.

Executive Summary
This report presents the work experience on a
multinational digital Marketing organization known as
Cookie Jar ltd (Asiatic Events Marketing Ltd Digital
Wing)
This internship report is based on the three month long
internship program that I had successfully completed in
Cookie Jar ltd (Asiatic Events Marketing Ltd Digital
Wing) under Digital Client Division from September 18,
2014 to December 18, 2014 as a requirement of my BBA
program. As being completely new to the practical and
corporate world setting, every hour spent in the Digital
Client Division gave me some amount of experience,
which is very precious for my career ahead.
In the first part the general introduction on "Asiatic
Events Marketing Limited and Cookie Jar Limited” and
well as its mission, vision, aspiration, values, services,
area of operation, services offered by the Cookie Jar
Limited and how departments work like HR recruiting
process of new digital account executive, the basic
functions of the client service department like maintain
relationship with the clients and prospects, creative
department work and finance departments support.
In the second part chapter one the rationale of the study
is discussed, statement to the problem and objective of
the study along with literature review is incorporated.
On the chapter two the methodology of the study,
limitation and scope is clearly mentioned.
 In chapter three I tried to highlight the work, job duties
that I had to perform as an intern under an account
executive where I was provided with lots of assigned
duties regularly and provided some authority to make
decisions on behalf of my supervisor. In the later
chapter four I showed finding and provided analysis of
the study, which was based on ‘Maintaining Brand
Communication through Digital Social Media’ under the
supervision of Cookie, jar Limited. Here at first I tried to
portray the global scenario of social media marketing
and its impact, next I tried to narrow my focus on social
media in Bangladesh and its impact on marketing and
brand communication, further I showed the importance
of social media compared to other medium of brand
communication and its benefits and after that I
explained how digital communication firms in
Bangladesh are operating and dealing with clients. I also
incorporated in this report presence of brands in social
media in Bangladesh, their strategy and objective. In the
fifth and sixth chapter I included a summary of the
report and suggested improvement for brands in social
media, my company of internship and university. At
last 4 you will find the reference and in the appendix
further studies that I have not included in my report.

Before drawing any conclusion based on this report it

may be noted that the report was prepared in a very
short time and there are lacking in the data. However,
still the report may be useful for designing any further
study on maintaining brand communication in social
media.

Introduction of digital marketing

Digital marketing is the marketing of products or
services using digital technologies on the Internet,
through mobile phone Apps, display advertising, and
any other digital mediums. Digital marketing channels
are systems based on the Internet that can create,
accelerate, and transmit product value from producer to
a consumer terminal, through digital networks.
The development of digital marketing, during the 1990s
and 2000s, changed the way brands and businesses use
technology for marketing. As digital platforms became
increasingly incorporated into marketing plans and
everyday life, and as people increasingly use digital
devices instead of visiting physical shops, digital
marketing campaigns have become prevalent,
employing combinations of search engine optimization
(SEO), search engine marketing (SEM), content
marketing, influencer marketing, content automation,
campaign marketing, data-driven marketing, e-
commerce marketing, social media marketing, social
media optimization, e-mail direct marketing, display
advertising, e–books, and optical disks and games have
become commonplace. Digital marketing extends to
non-Internet channels that provide digital media, such
as television, mobile phones (SMS and MMS), callback,
and on-hold mobile ring tones. The extension to non-
Internet channels differentiates digital marketing from
online marketing.
So, how is digital marketing different from traditional
marketing?
The traditional manner of marketing involved
businesses to advertise their products or services on
print media, radio and television commercials, business
cards, bill boards, and in many other similar ways
where Internet or social media websites were not
employed for advertising. Traditional marketing
policies had limited customer reachability and scope of
driving customers’ buying behavior.
Digital marketing is a way to promote brands and
products online and through other digital channels. ....In
addition to their website, a company might also use PPC
and display Ads, email marketing, mobile technology
like smartphones, social media, and other mediums to
attract and engage their target consumers

Digital marketers are in charge of driving brand

awareness and lead generation through all the digital
channels -- both free and paid -- that are at a company's
disposal. These channels include social media, the
company's own website, search engine rankings, email,
display advertising, and the company's blog.
The digital marketer usually focuses on a different key
performance indicator (KPI) for each channel so they
can properly measure the company's performance
across each one. A digital marketer who's in charge of
SEO, for example, measures their website's "organic
traffic" -- of that traffic coming from website visitors
who found a page of the business's website via a Google
search.
Digital marketing is carried out across many marketing
roles today. In small companies, one generalist might
own many of the digital marketing tactics described
above at the same time. In larger companies, these
tactics have multiple specialists that each focus on just
one or two of the brand's digital channels
While traditional marketing might exist in print ads,
phone communication, or physical marketing, digital
marketing can occur electronically and online. This
means that there are a number of endless possibilities
for brands including email, video, social media, or
website-based marketing opportunities.

DIGITAL MARKETING CHANNELS

Here are the main types of digital marketing you should consider for your business.

1.Content Marketing
Content marketing is a type of digital marketing that
focuses on creating and distributing content for a target
audience. The content aims at being valuable, relevant,
and (ideally) consistent. Its ultimate goal is to drive a
profitable customer action.
The crucial part here is “valuable” and “relevant”. This
is what tells content marketing apart from traditional
spammy advertising. The target audience should want
to seek the content out and consume it.

2. Search Engine Optimization(SEO)

SEO, or Search Engine Optimization, is the process of
getting quality traffic from free, or organic, search
results on the search engines (like Google and Bing).
It’s important that the traffic you drive to your website
is relevant to your industry. If you manage to attract a
high volume of visitors searching for Macintosh
computers while what you actually do is selling
raincoats, the traffic will do you no-good.
SEO is one of the most important types of digital
marketing. By optimizing your content for search
engines, you can increase a steady stream of relevant
traffic that will only grow over time. Without search
engine optimization, people simply won’t be able to find
you on the Internet.
What is SEO and how it works?
In other words, SEO involves making certain changes to
your website design and content that make your site
more attractive to a search engine. ... SEO is the process
that organizations go through to help make sure that
their site ranks high in the search engines for relevant
keywords and phrases.
Best Search Engine Optimization (SEO) Tools:
1.A hrefs: SEO Keyword Tool
A hrefs is one of the most recommended SEO tools online. It’s
only second to Google when it comes to being the largest
website crawlers. SEO experts can’t get enough of Ahref’s Site
Audit feature as it’s the best SEO analysis tool around. The tool
highlights what parts of your website require improvements to
help ensure your best ranking. From a competitor analysis
perspective, you’ll likely use Ahrefs to determine your
competitor’s backlinks to use them as a starting point for your
own brand. You can also use this SEO tool to find the most
linked to content within your niche
2. Google Search Console: Top SEO Tool
Offered for free to everyone with a website, Search counsel by
Google lets you monitor and report on your website’s presence
in Google SERP. All you need to do is verify your website by
adding some code to your website or going through Google
Analytics and you can submit your sitemap for indexing.
Although you don’t need a Search Console account to appear
in Google’s search results you can control what gets indexed
and how your website is represented with this account.
3. SEMRush: Marketing SEO Tools
Marketing SEO tools like SEMRush tend to be fan favorites in
the SEO community. Experts love that you can easily assess
your rankings and changes to them as well as new ranking
opportunities. One of the most popular features of this SEO
tool is the Domain Vs Domain analysis allowing you to easily
compare your website to your competitors. If you’re looking
for analytics reports that help you better understand your
website’s search data, traffic, or even your competitors, you’ll
be able to compare keywords and domains. The On-Page SEO
Checker tool allows you to easily monitor your rankings as
well as find some recommendations on how to improve your
website’s performance. Liraz Post an, a Senior SEO & Content
Manager at Out brain, recommends SEMRush as one of the
best SEO tools. She says, “My favorite SEO tool is SEMrush
with the feature of “organic traffic insights”. This feature lets
me see all my leading articles with one dashboard, along with
keywords related, social shares and word count- lets you a
quick overview of what’s working and where to optimize. I
generally use SEMrush on my daily work, love this tool, as well
as site audit to optimize our site health. We improved our site
health by 100% more since we started using SEMrush, and we
increased conversions by 15% more from our content pages.”
4. KWFinder: SEO Keyword Tool
An SEO Keyword Tool like KWFinder helps you find long-tail
keywords that have a lower level of competition. The experts
use this SEO tool to find the best keywords and run analysis
reports on backlinks and SERP (Search Engine Results Page).
Their Rank Tracker tool helps you easily determine your
ranking while tracking your improvement based on one key
metric. Plus, if that’s not enough, you’ll get a ton of new
keyword ideas to help you rank your website even higher.
5. Moz: SEO Software
SEO Software Moz kept popping up as one of the best SEO
tools that experts actually use. Some raved about how Moz was
always up to date despite Google’s regular algorithm changes.
Others raved about their chat portal because it allowed them to
always get an insightful response to every question asked.
Whether you’re looking for keyword recommendations or a
site crawl, Moz is a full-service powerhouse. You can get great
insights into how your website is performing but also how to
improve it. They also have a free MozBartoolbar that you can
download for free that allows you to see your store’s metrics
while browsing any page. If you’re looking to learn more about
SEO you should also consider checking out MozCon, their
annual conference.
6. Ubersuggest: Keyword Tracking Too
Ubersuggest, developed by Neil Patel, is a keyword finder tool
that helps you identify keywords and also the search intent
behind them by sho. Wing the top ranking SERPs for them.
From short to long-tail phrases, you can find the right terms to
use on your website with hundreds of suggestions from this
free great keyword tool. Metrics they include in their report are
keyword volume, competition, CPC, and seasonal trends. Great
for both organic, SEO and paid, PPC teams this tool can help
determine if a keyword is worth targeting and how competitive
it is.
7. Answer The Public: Free SEO Tools
Free SEO tools like Answer The Public allow you to
easily find topics to write about for your ecommerce
blog. I’ve used this tool in the past to create content
around specific keywords to better rank online. Say
you’re in the ‘fitness’ niche. You can use this free SEO
tool to create content around for keywords like fitness,
yoga, running, cross fit, exercise and cover the entire
spectrum. It’s great for finding featured snippet
opportunities. Say you hire a freelancer to create content
for you, all you need to do is download this list and
send it over to them. And it would’ve only taken you
five minutes of effort making it one of the most efficient
ways to come up with SEO topics for new websites.
8. SpyFu: Free SEO Tools
While SpyFu does have an amazing premium version, many of
our experts raved about their free features. If you’re just
starting out, you can easily grow into the paid features as you
start succeeding. You can easily view the number of times a
keyword gets searched each month while easily determining
the difficulty to rank for that keyword. You can also do some
research on your competitors to determine which keywords
they use. You can search your competitor’s, or your own,
website to easily see how many organic keywords they have,
how many monthly clicks they get, who their paid and organic
competitors are, the ads they created on GoogleAdwordsand
more. It’s one of the most detailed SEO analysis tools on the
market
Woorank: SEO Ranking
Tool As a top SEO analysis tool, Woorank offers free and paid
options to track and report on your marketing data. You can
plug in your competitors to discover which keywords they are
targeting so you can to overlap with theirs. Try reporting on
how keywords perform over time to really understand your
industry and optimize for users in the best way possible. And
most importantly understand the things your website is lacking
from both a technical and content perspective as this tools can
identify duplicate content, downtime, and security issues and
provide guidelines on how to fix them.
9. Majestic: Marketing SEO Tools
Majestic is one of the best marketing SEO tools according to
experts. It has countless useful features like The Majestic
Million which lets you see the ranking of the top million
websites. Did your website make the cut? The Site Explorer
feature allows you to easily see a general overview of your
online store and the number of backlinks you have. It also
works as an SEO keyword tool allowing you to find the best
keywords to rank for while also having features geared to site
comparisons and tracking your rank.
On-Page Optimization Checklist:
• Title tag of the web page should be optimized with
the relative keyword of that webpage.
• Meta Tags of the website should be optimized and it
should be carefully written including keywords related
to the content of the page and meaningful for the user.
• Mind your URL, do not write any underscore in the
web page URL. Try to keep some keyword in the URL
and it should match with the web page content.
• Use H Tags of HTML, Try to use H1 tags for the titles
and H2 tags for sub-titles. Most of the experts suggest to
use H1 to H6 tags in the web page on various
parameters.
• Responsive Design should be the important criteria
for the website. Because the use of mobile devices has a
steady growth and most of the users browse through
mobile devices only. So, it is suggestable to have a
responsive designed website.
• Content of the website should be unique, there
should not be any duplicate content written on the web
page. Content is for the user and not for the search
engines. It should be written clean and simple so that it
is meaningful to your web users.
• Try to do Image optimization by writing alt text for
all the images in the webpage.
• Check Google page speed insight for your website
and modify the errors accordingly.
Off-Page Optimization:
Off-page optimization plays a vital role for search
engine ranking. As per Google having number of
quality backlinks can increase your website rank in
SERP. Inbound links are important. What is the inbound
link? Links to pages of a website from other sites are
termed as inbound links. Based on these links search
engines rank the website. Search engines look for the
relevance of the link and the quality of the link from
where it is originated. Having high quality, links give
your website a thumbs up in ranking. The link should
be from good quality websites and should not be from a
spam website. Some of the off page optimization
techniques are;
• Social Media Marketing: Create profile page on
various social channels like facebook, Instagram,
Google+, Twitter, Pinterest, LinkedIn etc. Check the
appropriate channel for your business and create
account accordingly. This will help you to create brand
awareness, lead generation, and converting social media
traffic to web traffic. Do some meaningful posts in your
account so that you can engage your audience and
generate some lead out ofit.
• Video Marketing: Create & Upload your corporate
videos, service or product offering videos on YouTube,
Vimeo, and Daily motion so as to increase chances of
web traffic and brand awareness.
• Content Marketing: Write and Post some useful
articles in your blog. Submit articles on various article
submission sites like Ezine articles, Hub pages etc.
• PR Submission: Make some press releases about your
new services, websites, awards and accolades,
certifications and so many things. This helps you to
develop an important inbound link to your website as
well as building brand through onlinemedia.
• Directory Submission: Submit website URL to local
directories and all the leading directories which help
you to build backlinks also. Some of the general
directories give delayed results but you get results
forsure.
• Social Bookmarking: Bookmark your articles, blog
posts, important page URL’s on social bookmarking
sites such as Reddit, Digg, Stumble upon, Delicious etc.
The results depend upon your submission and effective
of using tags in the social book marking websites.
3. Search Engine Marketing (SEM)
 Initially, the term “search engine marketing” was used
as an umbrella term for the process of gaining both paid
and free search traffic. Over time, the industry switched
to using the term “SEM”, or Search Engine Marketing,
solely for paid activities.
Search engine marketing refers to a form of digital
marketing that aims at increasing the visibility of a
website in search engines by using paid methods. In
other words, it’s the ads you put out there on Google
AdWords and BingAds.
By combining SEO and SEM, you can drive quality
traffic to your website. With the help of search engine
marketing, you can put yourself in front of the audience
that is actively searching for services and brands like
yours.
What is SEM?
SEM, or search engine marketing, is often considered
the part of search marketing that uses PAID tactics to
gain visibility in SERPs. A paid SEM strategy includes
both the activities involved with setting up and
optimizing ads as well as setting a budget that pays for
the placement of ads.
This strategy is often referred to as paid search or pay-per-click (PPC)
marketing.

Google Ads (formerly Google Adwords) is the search

provider most commonly used for this strategy. With
this tactic, brands conduct keyword research and create
campaigns that target the best keywords for their
industry, products, or services.
4. Social Media Marketing(SMM)
Simply put, social media marketing refers to the process
of using social media platforms to attract traffic and
attention. By using social media, you can increase
exposure and build meaningful relationships with your
customers.
While everybody can benefit from SMM as a type of
digital marketing, B2C and SaaS companies tend to get
the most out of it. Social media marketing is all about
listening to what your customers have to say, engaging
in the conversation, and sharing valuable content.
Together, content marketing, SEO, and social media
marketing constitute what is called “inbound
marketing”. It is a marketing methodology that aims at
attracting, engaging, and delighting leads. Some goals of
inbound marketing include attracting users’ attention,
driving relevant traffic to the website, and converting it
into happy customers. Social media is really an amazing
platform to build your brand, generate leads and
promote your products or services. You can create your
own Facebook business page also. You can add details
about your business, website URL etc. The page likes
your business page makes your brand more popular,
the increase in page likes or post likes, shares helps you
to build your brand easily. The same concepts with few
tweaks are applicable to other social media channels like
Twitter, Google+, LinkedIn, and Pinterest. In Twitter
account, you have retweets, favorites whereas in
LinkedIn likes, shares and +1’d in Google+. The no.of
shares, likes, retweets etc. helps you to build a strong
brand. The engagement rate of the audience with your
page shows your social media score. Likes growth,
PTAT, Engagement Rate, Posts per week, Posts per type,
Timing, length of posts, curiosity and hashtags are some
of the parameters which we have to take care while
building the brand in social media.
It is important for a business to choose the network that
supports your brand image. Do not be more social, with
your presence on all the social networks. Understand
your target audience and work accordingly.
Know the statistics:
• There are just over 3 billion active Internet users (45%
of the world’s internet users).
• Nearly 2.1 billion people have social media accounts.
• 3.65 billion mobile users have access to the internet via
smart phones and tablets.
• Close to 1.7 billion people have active social media
accounts.
• Facebook: There are nearly 1.4 billion Facebook users.
• 47% of all Internet users are on Facebook.
• 4.5 billion likes are generated daily.
• Twitter: Twitter has 284 million active users at last
count.
• 88% of Twitter users are on mobile4. Google+:
Google+ cost over half a billion to design and develop.
• 363 million users.
TWITTER
Twitter is a micro blogging platform with less than or
equal to 280 characters enables you to post short
message updates with images and videos. The social
network was launched in the year of 2006, with 300
million active users around the world. In the initial days
it started with 140 characters only. Most of the business
use twitter as one of their social media platforms to
reach the target audience.
Twitter marketing strategies are different, and it is not
related to Facebook marketing strategies or any other
social media marketing strategies. As twitter is a quick
and short social media channel to reach your target
audience. By visiting twitter website or app, people can
know the latest happenings, news and other alerts
quickly. Customers can know the latest business news
and company updates through this social platform.
Twitter can be a powerful marketing & PR tool. Why
Twitter Marketing?
Having a marketing business goal and to achieve it you
need to have better marketing channels. Be it reaching
your target audience, brand awareness or generating
leads twitter is one of the best social media platforms to
do. With twitter marketing you can reach your target
audience and customers easily. Even people can get to
know about the brand quickly.
With Twitter Marketing you can:
• Generate leads.
• Boost Branding.
• Thought leadership.
• Increase vast number of audiences.
• Increase website traffic.
And many more benefits, when you work on twitter
marketing for your business.
Important Tips For Twitter Account:
As you are creating account for your/client company or
business, so make sure that the details what you are
filling are correct and professional. Each element of
profile is important as this is a replica of your business
card.
• 1. Add profile photo (Try to keep your company
logo)- Profile pic size:400X400.
• 2. Add header image: (Try to keep the header image
neat and clean, by conveying the products and services
clearly). Header pic size:1500X1500.
• 3. Add Bio (Write the details for the page and
company details in short).
• 4. Location: Add the company location, if you have
multiple branches, then keep the head Quarters details.
• 6. Theme Color: Choose the theme color for the
profile, try to have the theme profile matching with
your logo color (approx. is also fine).

Important Marketing Tips For Twitter:

1. Be Professional: Make sure that your tweets are
professional. Your tweet will represent a company. The
message is from a company on social media channel. So,
before tweeting anything in twitter, you need to recheck
twice or thrice.
2. Use of Hashtags: Using hashtags in the content can
generate or attract number of followers and
impressions. But, using too much hashtags can hamper
your content. It may be considered as SPAM also. So,
beware while writing the content using hashtags. We
have discussed about various hashtags above. Use
location-based hashtags when you are mentioning about
a location or a geographical area in the tweet. And,
exactly would be the same scenario with event hashtags
&brand hashtags.
3. Campaign Hashtags: If you would like to do
something different and make it viral on twitter. Then
start your own campaigning strategy with a # hashtag
word. Make it short and simple. It should be memorable
and catchy. The campaigning # should sound local but
the reach should be global. Ask your followers to
retweet (RT) the tweet with the # campaigning word in
it. Make sure that you will engage your audience with
the campaigning.
4. Trending Hashtags: Using trending hashtags is good
to have huge number of impressions and retweets. But,
make sure that it is related to your company’s business.
For Ex: if your company is into FMCG Industry and
where as you are doing a tweet with a trending # of
entertainment Industry which is not at all corelated. But
there might be few situations where it can work.
Majority of the trending hashtags are good for
individuals and small businesses.
5. Add Image & Video: Try to add image or video to
your twitter posts, it will have a good impact on the
targeted audience. They can easily understand what you
are talking about.
6. Engage with Polling: Create a Poll that your audience
may like to get engaged. Try to post polls related to the
trending topics and poll segments of your Industry.
7. Brand Voice or Message: Make sure that you will
establish a positive brand voice and twitter strategy. Be
original with your twitter messages. Convey the
message correctly. Reflect your companies or brand core
values on twitter.
8. Have Conversations: Engage with your audience by
having a conversation on relevant topics. Make sure that
you are not arguing with them. It should be a soothing
and positive discussion. Have a healthy mix of replies
and organic tweets.
9. Promote: Paid tweets or promoting your tweet with
twitter ads can be a powerful way to reach the mass
audience at a time. It can help you to build brand
awareness and even generate leads by promoting.

INSTAGRAM
It’s been 8 years that Instagram has taken the internet
world by storm. It started as a regular social media
platform in the year of 2010. But now it is a complete
marketing channel for all types of business. Be it a
startup or a small business Instagram is the perfect
platform for the business marketing.
With Twitter Marketing you can:
1. As of June 2018, there are nearly 1billion monthly
active users.
2. Like button is hit an average of 4.2 billion times per
day.
3. Brands see engagement rates 10X higher in Instagram
than they do on the Facebook.
4. 70% of user’s lookup for a brand in Instagram.
5. 80% of users follow at least one brand on Instagram.
6. 60% of users learn about new products through
Instagram.
7. 30% of users say they’ve bought a product they
discovered on Instagram.
8. More than 200 million users visit a business profile at
least once daily.
By looking the above statistics, it is clear that our most
of target audience are present on Instagram. And, it is
the apt digital platform to reach target audience on time.
So, you might be thinking to start your Instagram
marketing journey now. But, how to get started with
Instagram marketing. Let us discuss the steps below.
Instagram Marketing Strategies:
Get Fix on your target audience
Determine your target audience in Instagram. For
whom and the reason that you are posting content on
Instagram. Check out the followers profiles, their
interesting behaviors, likes etc. Have an eye on your
competitors or parallel business followers to have an
understanding of your strategies.
An Eye on competitor strategies:
Focus on your competitor strategies for the Instagram
marketing. Stalk their profiles and check for their style
of writing the BIO, Profile picture, URL’s etc. Check
their number of followers and how they are doing so
differently that their Instagram profiles are good. Some
of the aspects or important point that you should
consider are:
 • Check out their image/video posting styles, themes,
colors, retain strategies.
• Check out their comments section, what their
followers or people are loving to discuss with them. •
How regularly they are posting the content.
• What are the niche strategies that they are following.
• What popular hashtags are they using in captions.
• Check out if anything is missing.
Brand Consistency
Follow a brand consistency by looking at your brand
identity. How would you like to position your brand to
your target audience. What is the brand value or score
you are planning to hit? Manage a perfect branding
combination with your posts and content so as to meet
your branding goals at right time and right place. If
your content, posts and themes are different, then there
might be a chance that your audience may get confused.
Paid Campaigning:
You can start using paid campaigning or Instagram
advertising strategies to reach the target audience. It
will connect with the Facebook advertisement
dashboard.
1. Brand Awareness.
2. Reach.
3. Traffic.
4. App Installs.
5. Engagement.
6. Video views.
7. Conversions.
Based on the above objective and your selection, you
can plan your budget for the advertisement. You will
find the Promote button in the below of your posts.
Check The Length Of Your Captions:
Work on the length of your captions, Make sure that it
should not cross 2200 characters. Put the most important
content in the first two lines of the caption. So, it is not
necessary to keep yourself struck with 2 sentences only.
It is a story telling medium, try to write engaging
content with some story telling ideas with it. Use the
Hashtags as per your post and content. Do not make the
caption clumsy with numerous hashtags. While sharing
your content on Instagram try to use geo tags, Which
have high rate of engagement compared to a normal
post.
How To Use #HashTags:
This is really a tricky and interesting thing that a
marketer should look for. While posting a content on the
Instagram try to do a brainstorm with your team for the
keywords related to the post. Then go to the explore tab
of Instagram wall and search for that #hashtag
including Geotags. Check for the most recent, top
hashtags, branded hashtags etc. Use them properly in
your caption. Encourage your audience to use those
hashtags while in conversation. Please make sure that
you do not make your post caption a SPAMMY one.
Instagram Tools:
Tools are an important aspect for every social media
marketer. Because you can strategize, optimize and
analyze your posts with the help of tools. There are
number of tools available online, but let me put forward
few of them which can help you to understand for the
usage and features of it.

YOUTUBE
YouTube is the major platform to share your original
content videos or advertisements. As per Wikipedia,
YouTube, LLC is an American video-sharing website
headquartered in San Bruno, California. Three former
PayPal employees—Chad Hurley, Steve Chen, and
Jawed Karim— created the service in February 2005.
Google bought the site in November 2006 for US$1.65
billion; YouTube now operates as one of Google’s
subsidiaries.
Why YouTube For Marketing?
• Total number of YouTube monthly viewers
worldwide – 149 million(Statista)
• Total number of YouTube daily viewers worldwide –
63 million (YouTubestats)
• Hours of video watched daily – more than 1
billion(YouTube)
• More than 50% of YouTube views are coming from
mobile devices (YouTubestats)
• Total number of YouTube users logged on – 1.8
billion(Recode)
• Hours of Video Uploaded to YouTube per minute –
300+ (OmMalik)
• Hours spent on YouTube per month – 19 (Business
Insider)
• YouTube top channel – T-series with 2.2 million views
/ month (Source:Statista)
• YouTube top celebrity – PewDiePie with 54 million
subscribers (Source: Business Insider)
• YouTube top video – Despacito with 5.12 billion views
(Source:Wikipedia).
Advantages Of YouTube For Marketing YouTube has
number of advantages for marketers so as to get the best
ROI from this social channel. Let us discuss some of
them.
1. Second best search engines and most helpful for SEO.
2. Brand Building.
3. Inform or educate your YouTube users/subscribers.
4. Promote your videos.
• Increase your reach to the vast audience of YouTube.
Marketing Strategies For
YouTube Videos:
After the video uploaded and done with the SEO work.
You need to work on few things to get best out of it.
1. Checkout the interest of your subscribers/users and
prepare videos accordingly. Or else try to prepare
videos which can engage your audience.
2. Use Your Logo in the video as watermark.
3. Use social media channels in the video, ask the
viewers to follow/like the social networks.
4. Share the video links in social media networks
including WhatsApp.
5. Write the title, description of the video perfectly. So
that the video can rank better.
6. Use End notes in the video- Put other videos of your
channel to appear at the end of the videos. This can be
done through video manager section in YouTube.
7. If possible, add subtitles to your video or if it is a song
then try to add lyrics to that.
8. Use Call to actions to convert the viewers as
subscribers even to customers for your business. 9. Last
but not lease, Be Consistent. Post the videos in the
regular intervals so that your scribers stay connected
with your channel.

5. Pay-Per-Click Advertising
(PPC) Pay-per-click is a model of advertising where
marketers pay a fee every time people click on their ad.
Basically, it’s the process of buying visits to your site, as
opposed to getting them organically via SEO or other
types of digital marketing. PPC is one of the types of
paid search. It’s similar to SEM (search engine
marketing) but can also include display advertising
(cost-per-click based), and affiliate advertising. What is
PPC? PPC stands for pay-per-click, a model of internet
marketing in which advertisers pay a fee each time one
of their ads is clicked. Essentially, it’s a way of buying
visits to your site, rather than attempting to “earn” those
visits organically.
Search engine advertising is one of the most popular
forms of PPC. It allows advertisers to bid for ad
placement in a search engine's sponsored links when
someone searches on a keyword that is related to their
business offering. For example, if we bid on the
keyword “PPC software,” our ad might show up in the
very top spot on the Google results page Every time our
ad is clicked, sending a visitor to our website, we have
to pay the search engine a small fee. When PPC is
working correctly, the fee is trivial, because the visit is
worth more than what you pay for it. In other words, if
we pay $3 for a click, but the click results in a $300 sale,
then we’ve made a hefty profit.
A lot goes into building a winning PPC campaign: from
researching and selecting the right keywords, to
organizing those keywords into well-organized
campaigns and ad groups, to setting up PPC landing
pages that are optimized for conversions. Search engines
reward advertisers who can create relevant, intelligently
targeted pay-per-click campaigns by charging them less
for ad clicks. If your ads and landing pages are useful
and satisfying to users, Google charges you less per
click, leading to higher profits for your business. So if
you want to start using PPC, it’s important to learn how
to do it right.
PPC Keyword Research
Keyword research for PPC can be incredibly time-
consuming, but it is also incredibly important. Your
entire PPC campaign is built around keywords, and the
most successful Google Ads advertisers continuously
grow and refine their PPC keyword list. If you only do
keyword research once, when you create your first
campaign, you are probably missing out on hundreds of
thousands of valuable, long-tail, low-cost and highly
relevant keywords that could be driving traffic to your
site. An effective
PPC keyword list should be:
• Relevant – Of course, you don't want to be paying for
Web traffic that has nothing to do with your business.
• Exhaustive – Your keyword research should include
not only the most popular and frequently searched
terms in your niche, but also to the long tail of search.
Long-tail keywords are more specific and less common,
but they add up to account for the majority of search-
driven traffic. In addition, they are less competitive, and
therefore less expensive.
• Expansive - PPC is iterative. You want to constantly
refine and expand your campaigns, and create an
environment in which your keyword list is constantly
growing and adapting.
If you want to find high-volume, industry-specific
keywords to use in your PPC campaigns, be sure to
check out our popular keywords.
Managing Your PPC Campaigns Once you've created
your new campaigns, you’ll need to manage them
regularly to make sure they continue to be effective. In
fact, regular account activity is one of the best predictors
of account success. You should be continuously
analyzing the performance of your account and making
the following adjustments to optimize your campaigns:
• Add PPC Keywords: Expand the reach of your PPC
campaigns by adding keywords that are relevant to
your business.
• Add Negative Keywords: Add non-converting terms
as negative keywords to improve campaign relevancy
and reduce wasted spend.
• Split Ad Groups: Improve click-through rate (CTR)
and Quality Score by splitting up your ad groups into
smaller, more relevant ad groups, which help you create
more targeted ad text and landing pages.
• Review Costly PPC Keywords: Review expensive,
under-performing keywords and shut them off if
necessary.
• Refine Landing Pages: Modify the content and calls-
to-action (CTAs) of your landing pages to align with
individual search queries in order to boost conversion
rates. Don’t send all your traffic to the same page.
6. Affiliate Marketing
Affiliate marketing is one of the popular ways people
make money online these days. If your affiliate program
is successful, you might earn quite a decent passive
income.
Basically, affiliate marketing is a type of digital
marketing where a person partners up with other
businesses in order to receive a commission for the
traffic s/he generates for this business. Imagine this: you
put a link to an external website on your own blog or
website. Every time a user proceeds to this external
website and makes a purchase, you receive a
commission.
This marketing strategy might work especially well for
bloggers, since they can write different types of articles
on the given topic and naturally include affiliate links.
7. Email Marketing
Email marketing is one of the most popular types of
digital marketing. To put it shortly, it’s the use of email
for promoting one’s products or services.
If you go a little deeper, email marketing might also
refer to building relationships with your customers.
Ideally, emails you send out to your clients should not
only speak at them but also encourage meaningful
interaction with your brand.
There are many things that contribute to the success of
your email marketing strategy, from the content you
create to the time you send your emails. One thing is
certain, though: email marketing is far from being dead
and should definitely be part of your overall digital
marketing as to promote the product/services/offers of
the company.
Why E-Mail Marketing?
There are various other methods to reach your target
audience, but why e-mail marketing is popular and
most of the marketers choose e-mail marketing.
With E-mail marketing usage you have number of
benefits, some of them are:
1. Can be tracked.
2. Unlimited reach.
3. Cost effective.
4. Allows targeting.
5. Data driven.
6. Builds loyalty: Promotional e-mails special offer e-
mails, newsletters.
 So, e-mail marketing helps marketers to track, monitor
and analyze their online pitching strategies. Whether the
strategies are working perfectly or not.
Types Of E-Mail Marketing:
1. Newsletters.
2. Event E-mails.
3. Retention E-mails.
4. Direct E-mails.
5. Lead Nurturing E-mails.
6. Milestone E-mails.
7. Promotional E-mails.
IMPORTANT PARTS OF E-MAIL MARKETING
For any e-mail to be effective, we have to take care of
few aspects. Before discussing about the aspects of the e-
mail, let us go through the important parameters of E-
mail.
Sender: From which e-mail id are you sending the e-
mails. Please check your name and details in that e-mail.
Because you are the sender of thee-mail.
Subject- Check the subject of the e-mail. The most vital
part of the e-mail. Do not mention unnecessary things in
the Subject line.
Context and Design: If you are sending an HTML
template e-mail or even text e-mail make sure that your
context and design of the e-mail are perfect.
Content: The major element of any e-mail is the e-mail
body content. Links: Check out the links associated with
the e-mail. It may be to your landing page or signup
page.
Images: If you have added any images in the e-mail,
then check out the responsiveness of the image. The
resolution, look & feel should be good. Before sending
the e-mails always TEST-TEST-TEST the e-mail with
complete specifications, whether you have everything
correct or not.
E-MAIL Campaign Strategies
For any e-mail to be effective you have to follow few
steps.
• Planning.
• Design &Develop.
• Text or the body of thee-mail.
• Delivery of thee-mail.
• Tracking and monitoring of the data.
These 5 are most important parameters for any e-mail
campaign to be effective. But As per DMI, for e-mail
campaigns you need to follow 4 steps such as:
Data: You need to have Data ( Validated) to send
successful e-mails. Design: Design of the e-mail should
be professional. Delivery: Scheduling of e-mails and
delivery details. and Discovery: Track and monitor data
of open rate etc. Layout Specifications For Effective E-
Mail:
• Use soothing colors for images.
• Use perfect CTA’s.
• Should be less than 700 pixels wide, All important
content must appear in top 300pixels of an E-mail.
• Use basic HTML5.0, avoid using JS, image maps,
attachments, and embedded media. • Avoid using
flash/other plug-ins.
• Should be visually appealing.
• Standard HTML font formatting procedures.
• Do not keep important content matter only in images
Must have an unsubscribe link.
E-MAIL Marketing Tools
Some of the important marketing tools which are
available both for free as well as for paid versions. Some
of them are:
1. Mail chimp.
2. Zoho E-mail Campaign.
3. Active Campaign.
4. Sendy. These tools have all the required fields that a
marketer need to send e-mails for a successful email
marketing campaign.

Facebook Marketing
We all know that Facebook is the major social media
platforms for everyone. Be it business or individual you
have enjoyed using Facebook. As per the information on
Wikipedia, Facebook, Inc. is an American online social
media and social networking service company based in
Menlo Park, California. Its website was launched on
February 4, 2004, by Mark Zuckerberg, along with
fellow Harvard College students and roommates
Eduardo Saverin, Andrew McCollum, Dustin
Moskovitz, and Chris Hughes.
Facebook has been the best platform for most of the
small business owners even for startups to market their
business easily with no cost. Let us discuss how we can
do the Facebook Marketing and get the best ROI from it.
Facebook is popular for the both individual usage as
well as business usage.
For Business you can create pages, groups and spread
your business in many of the communities already
present in the Facebook. Your business may be local or
global, you can reach to large number of audiences
without any doubt.
Why Facebook Marketing?
As already discussed in the above sessions Facebook is
the largest and major social platform to reach the vast
audience. You can reach your target audience as per the
segmentation process. You have number benefits when
you think that why you should focus on Facebook
Marketing for your business. Some of them are
• Generate leads.
• Boost Branding.
• Thought leadership.
• Increase vast number of audiences.
• Increase website traffic.
• Customer acquisition.
• Better customer interaction.
• Reputation management.
• Effective Feedback system.
Things To Note In The Facebook Page:
Name & Username: The name which you have given
while creating the facebook page will appear here in the
name section. You can create your own username of
your own, you can click on the username and create
your own username. Try to use your business name or
brand so that people can find you easily. You will get an
URL of facebook according to your username, so be sure
of selecting the apt username. Even you can edit it
anytime but there should be an availability of the
username at that time.
Invite Friends: If you already have an account and the
page is correlated to your account then you will get a
pop up below as shown. You can Invite Friends to like
your page and follow the page.
Add Button: If you click on the add button, You will get
a pop up as shown in the below image. This is one of the
call to action button which can help you for the
conversions.
Facebook Marketing Tools: Use social media marketing
tools to schedule the facebook posts and do them with
one click. You can save lot of time
and at the same moment you will not miss anything to
reach your prime audience when they are online. There
are some of the top and known tools available on the
marketing as free and paid versions. Some of the mare:
• Hoot suite.
• ZOHO social.
Sprout social.
• Fan page Karma
• Buffer.
• Drum up. Get going with these tools, so that you can
engage your audience well and boost your ROI from
your facebook account.
Important Marketing Tips For Facebook Be
Professional:
Make sure that your facebook posts are professional.
Your posts will represent a company. The message is
from a company on social media channel. So, before
posting anything in facebook, you need to recheck twice
or thrice. Use of Hashtags: Using hashtags in the content
can generate or attract number of followers and
impressions. But, using too much hashtags can hamper
your content. It may be considered as SPAM also. So,
beware while writing the content using hashtags. should
be memorable and catchy. The campaigning # should
sound local but the reach should be global. Ask your
followers to like, share the post with the # campaigning
word in it. Make sure that you will engage your
audience with the campaigning. Trending Hashtags:
Using trending hashtags is good to have huge number
of impressions and shares. But, make sure that it is
related to your company’s business. For Ex: if your
company is into FMCG Industry and where as you are
doing a tweet with a trending # of entertainment
Industry which is not at all corelated. But there might be
few situations where it can work. Majority of the
trending hashtags are good for individuals and small
businesses. Add Image & Video: Try to add image or
video to your facebook posts, it will have a good impact
on the targeted audience. They can easily understand
what you are talking about. Engage with Polling: Create
a Poll that your audience may like to get engaged. Try to
post polls related to the trending topics and poll
segments of your Industry. Post Message: Make sure
that you will establish a positive brand voice and
facebook strategy. Be original with your facebook
messages. Convey the message correctly. Reflect your
companies or brand core values on facebook. Have
Conversations: Engage with your audience by having a
conversation on relevant topics. Make sure that you are
not arguing with them. It should be a soothing and
positive discussion.
8. Instant Messaging Marketing
Instant messengers are the latest communication trend.
There are 1.5 billion people globally using WhatsApp on
a monthly basis, followed by Facebook Messenger and
WeChat. If you want to be where your audience is, enter
instant messaging marketing. This type of digital
marketing exploded over the last couple of years. People
are much more likely to trust the information sent via a
messenger (as if it comes from a good friend) than email
or SMS that are vulnerable to spam. There are different
ways how you can proceed with instant messaging
marketing, from using them for customer support to
updating your users about new posts on your blog. But
just like with any other digital marketing type, before
diving right in, I’d recommend that you develop a
strategy first.
9. RadioAdvertising
While considered “old-fashioned” by some, radio
advertising might still be a powerful medium, especially
for B2C companies and local businesses. In the US alone,
radio advertisements account for 7.8% of total media
expenditures Radio advertising is also relatively cheap,
as you don’t need to produce fancy visuals: you solely
rely on your customers’ imagination.
10. Television Advertising:
 Last but not least, our list of digital marketing types
wouldn’t be complete without television advertising.
With the general population spending over 4.5 hours a
day in from of the TV, it’s still one of the most popular
medium types. It reaches people faster than, say,
newspapers or radio. Due to the powerful effect video
has on humans, it might also be very effective.
Television advertising is expensive, and coming up with
a great and engaging ad might be a daunting task, too.
TV ads work great for clothing brands, cars, medicine,
and food. WEBDEVELOPMENT Web development
broadly refers to the tasks associated with developing
websites for hosting via intranet or internet. The web
development process includes web design, web content
development, client-side/server-side scripting and
network security configuration, among other tasks. Web
development is also known as website development.
Web development is the coding or programming that
enables website functionality, per the owner's
requirements. It mainly deals with the non-design
aspect of building websites, which includes coding and
writing markup. Web development ranges from
creating plain text pages to complex web-based
applications, social network applications and electronic
business applications. Web programming, also known
as web development, is the creation of dynamic web
applications. Examples of web applications are social
networking sites like Facebook or ecommerce sites
likeAmazon. The good news is that learning web
development is not that hard! In fact, many argue it’s
the best form of coding for beginners to learn. It’s easy
to set up, you get instant results and there’s plenty of
online training available. A lot of people learn web
coding because they want to create the next Facebook or
find a job in the industry. But it’s also a good choice if
you just want a general introduction to coding, since it’s
super easy to get started. There are two broad divisions
of web development – front-end development (also
called client- side development) and back-end
development (also called server-side development).
Front-end development refers to constructing what a
user sees when they load a web application – the
content, design and how you interact with it. This is
done with three codes – HTML, CSS and JavaScript.
HTML, short For Hyper Text Markup Language, is a
special code for ‘marking up’ text in order to turn it into
a web page. Every web page on the net is written in
HTML, and it will form the backbone of any web
application. CSS, short for Cascading Style Sheets, is a
code for setting style rules for the appearance of web
pages. CSS handles the cosmetic side of the web. Finally,
Javascript of a scripting language that’s widely used to
add functionality and interactivity to webpages. Back-
end development controls what goes on behind the
scenes of a web application. A backend often uses a
database to generate the front-end. The traditional way
to learn web development is to enroll in a university or
trade school course. However, it can be costly – and
what’s more, the web evolves so fast that schools often
can’t keep up! Luckily, there’s plenty of good quality
coding training available here on the Internet. What
better place to learn web development than the web
itself? A particular training recommendation is
TreeHouse. This is because it has a focus on web
development, is recommended by many of the world’s
most trusted and recognized web developers and most
of its teachers are themselves web developers. The web
development hierarchy is as follows: • Client-
sidecoding • Server-sidecoding • Databasetechnology
What is CMS? A content management system (CMS) is a
software application that can be used to manage the
creation and modification of digital content. CMSs are
typically used for enterprise content management(ECM)
and web content management (WCM). ECM typically
supports multiple users in a collaborative environment
by integrating document management, digital asset
management and record retention. Alternatively, WCM
is the collaborative authoring for websites and may
include text and embed graphics, photos, video, audio,
maps and programme code that display content and
interact with the user. Common Features: The core CMS
features are; indexing; search and retrieval; format
management; revision control; and management.
Features may vary depending on the system application
but will typically include:
• Intuitive indexing, search and retrieval features index
all data for easy access through search functions and
allow users to search by attributes such as publication
dates, keywords or author.
• Format management facilitates turn scanned paper
documents and legacy electronic documents into HTML
or PDF documents.
• Publishing functionality allows individuals to use a
template or a set of templates approved by the
organization, as well as wizards and other tools to create
or modify content. DIRECTORY SUBMISSION
Directory submission is defined as the practice of
submitting your website URL and its details on the web
in a directory under a particular category. This is a way
which helps you to improve your link building.
Directory Submission is an off page factor which helps
to optimize your webpage. In these directories, your
own website is submitted to another website. There are
different categories under which you can submit your
website. For example, if you have a site related to
Health, then you will submit your site under Health
category which will help you to get backlinks from
them. It very interestingly build links in one way. These
directories are somewhat similar to the phone
directories which has a list of websites in each category.
There are three types of Directory Submissions:
• Paid or Featured Web Listing: In this, the owner of
Directories site will charge for Submission and your link
will be approved in some moment or within 24 hours.
This will help you in getting backlinks from this type of
submission. Some sites offer this package for yearly or
lifetime.
• Free or Regular Web Listing: It is free for Directory
Submission, no one charges for free or regular
submission but there is no guarantee of the websites
getting approved by the Administrator. Also, this
involves time.
• Reciprocal Regular Web Listing: In this, a reciprocal
link must be submitted to your site when you activate
Directory Link, only then the Directory administrator
will approve your link. Business listing means listing of
your business according to category on classified sites,
while in directory submission you submit your domain
to another site so they can update their directory by
adding you in specific category/section. Importance of
Directory Submission in SEO Directory submission
being a basic aspect of Off page optimization helps in
doing search engine optimization. Directory
submissions also attracts traffic on your website and
getting. Directory submissions help in increasing your
page rank by building authority back links. For the
people who have just started doing blogging, it is a must
for them. This way you will see growth in the rankings
of your website and blog by submitting your URL to
web directories. Method of Doing Directory submission
in SEO: While doing Directory Submissions for effective
SEO, make sure you choose the category which is of
your niche. Search and research about the directories
which are best suitable for your website. Before you
submit your website or a blog find a particular category
where you have to submit a link or insert your blog’s
URL. That’s all and you are done! Some Tips for Not
going Wrong on Submission
• Submit your website to the most suitable subcategory.
• Do not submit your website to the wrong category
just for gain full is tings.
• Remember, not to spam a directory.
• Make sure the physical address or blog stats you
provide are correct.
• Try to avoid a site that requires a link back or banners
on your site. Having badges and site wide link backs to
the directories may harm your site’s SEO .

USEFULNESS &IMPORTANCE OF
THE STUDY
Our ways of doing business have always been in flux as
we adapt to new technologies, but never has that
happened as rapidly as it is now. On the one hand, this
is an extremely positive development. Anyone can now
start an online business. The internet has allowed us to
connect with customers anywhere in the world, and to
find our audience no matter the niche. What’s more,
web technologies open up the world of business and
create a more democratic marketplace. For those who
choose to use them, the tools are all there to initiate and
grow your online enterprise, as the barriers to entry are
broken down.
However, the downside to a tech revolution is that it’s
easy to get left behind if you don’t make an effort to
keep on top of new developments. The changes come so
rapidly that it can sometimes feel a little chaotic, and it’s
easy to be pulled in several directions at once as you try
to follow every innovation. As such, it pays to stay
focused and figure out one thing at a time, so let’s zoom
in on one of the most indispensable tools at our
disposal: digital marketing. In order to get a better
understanding of why it’s so useful, let’s run through
how digital marketing can benefit your business.

A wealth of professionals
If you’re new to digital marketing it can seem
overwhelming, but you needn’t worry, since there are
experts to whom you can easily turn for things like local
search engine optimization services. And even if you’re
savvy with digital marketing yourself, it’s likely that
you have a lot of tasks to deal with (running a business
is time intensive, especially at the beginning) and could
benefit from outsourcing to professionals.
Part of running an efficient business is gathering a great
team and delegating responsibilities, and also deciding
what should be dealt with in-house and when to utilize
external specialists. Many entrepreneurs recognize that
digital marketing is an area where there is a lot of very
strong talent to be tapped into.
Reduced costs
In the analog age, the costs of an effective marketing
campaign could have been through the roof, and as a
result advertising might either be low quality or take a
big chunk out of your budget. Nowadays though,
digital marketing has changed all that. This is an effect
of the web itself, which has lowered costs for many
aspects of business, but particularly for tasks centered
around communication and reaching out not simply to
as many people as possible, but to the types of people
who will be receptive to your message.

Measurable returns
A great point about digital marketing is that you can
very quickly and objectively assess whether it is
working, and how much return you are getting on your
invested marketing budget. The applications used in
digital marketing campaigns monitor huge amounts of
data, meaning that you’ll never be in any doubt about
how your campaigns are going, and you can easily
make tweaks and adaptations according to the figures.
As digital marketing tends to be worthwhile, what
you’re likely to find is that return on investment is very
healthy, and you’ll be able to track and monitor
effectiveness with a precision that simply wouldn’t have
been possible in pre-internet times.

Harness social media

Think about how much time the people around you
spend on social media, and the extent to which it has
become embedded in our daily lives. What’s striking
about social media, when coupled with mobile devices,
is how people access in at any time, from any location,
and in all circumstances. From a marketing perspective,
never before have we had this capacity to reach people
no matter what they are doing, and it would make no
sense to pass up on the opportunity to harness the
power of social media.

Develop your brand

As startups expand and scale, they tend to acquire a
distinctive character. It might sound secondary, but
your brand identity is actually very important as it’s a
core part of what your customers will become loyal to.
It’s important to listen to your customers, and it’s also
critical that they feel they know who you are as a
company.
Digital marketing can be a core component of this, as
the tone of your marketing may be the first thing that
new customers encounter, and as we all know, first
impressions last. Perhaps you have a bricks and mortar
shop or studio, or perhaps you’re entirely online, but
either way it’s likely that you have not only a website,
but also social media channels, perhaps a blog or
newsletter, and you might venture into podcasts and
other media.
This all ties together with your digital marketing
campaigns to form your brand identity. In the digital
age, businesses are sociable and interactive, and react
instantly to their customers. Make sure that you’re on
top of these changes in the ways we do business by
embracing digital marketing.

RESEARCH DESIGN
The research design adopted for this particular study
has got systematic formulation. The entire process
comprises of research objective, methodology of
research, research plan, data compilation, data
assessment and assessing quality standards.
“Research design is the plan, structure and strategy of
investigation conceived so as to obtain answer to
research question and to control variance.” – BY
KERLINGER
According to Yin (2003), research has got three distinct
classes. These are –
Exploratory
Descriptive
Explanatory
The motive of the research is to make a selection among
these three classes. The selection will be done on the
basis of the element of suitability for the study.
Exploratory research is used for comprehending the
determined phenomenon initiated by Wiedershim-Paul
and Eriksson (2006). This type of research is appropriate
for a situation where significant traits or the apt
associations are hard to derive.
The researcher keeps records and collected to describe
means. It is the responsibility of the researcher to keep
records and maintain charts for the collected
information (Wiedersheim-Paul & Eriksson, 2006).
Under this process, the researcher considers descriptive
research as apt for a state where problem is organized
and emphasis is led over the connections among the
relevant source and associations, which is
comparatively low. It is here that the researcher selects
levels, viewpoints, requisites, factors, basics, and above
all monitors records; categorizes, organizes and infers.
Researcher assesses the relevant sources and the links to
keep the intake explanations. For huge concentration
over the connection of some selective aspects followed
by the result oriented phenomena are structured under
exploratory research methodology (Wiedersheim-Paul
& Eriksson, 2006).
The basic objective of the research is to comprehend
consumer buying behaviour as per the new age
marketing and to follow its impact over business
performance.

METHODOLOGY ADOPTED
The type of this study will be quantitative along with
the good mixture of qualitative part. The report will be
based on both Primary and Secondary data.
Primary Data: This report is mainly based on the
primary data, which has been collected from a survey.
Population of the study will be the different social
media users along with the generic people. The survey
has been done on 20 people consist of different social
media users and online users. Data that has been
collected from the survey analyzed based on the factor
analysis method. Information also collected from
workplace colleagues and people who directly involved
with Asiatic Events Marketing Digital Wing Cookie Jar
Ltd.
Variables for research:
• Dependent: social and online media users Perception
• Independent: Different social media and tools -
Facebook. Twitter, contest, brand page etc.

Secondary Data: The secondary data sources are:

• Asiatic Event Marketing ltd annual report
• Cookie Jar’s Internal documents and publications
• Newspaper, articles, journals and websites.

Data Source
Primary Source: Primary data on social media is
collected from surveying of target group and personal
observation.
Secondary Source: Like primary source, secondary
source is also major stream of information for the report.
List secondary source is
1. Internet
2. Social Network Sites
3. Text books
4. Several other reports
5. And other sources

Objective of the Study

The Objective of the Study is to gather all relative
information on social media and how digital
communication firms provide services to clients for their
brand communication through social in Bangladesh.
The report include all possible arenas such as brand
communication and marketing of firms globally and
locally in Bangladesh through social media, comparison
of social media with other medium of communication
and companies that are making it big through social
media marketing. Primary information will be collected
from digital communication companies and personal
observation. Conversely, internet, text books will be
major source of secondary information. However,
company wise social media marketing will be shown in
the report where brand communication will be
prioritized. I hope you will patronize my effort and give
me proper guidance to prepare a good report. I will try
my best to cover all the relevant fields.
Study of the objective defined below as per specific and
broad objective:
• Broad Objective: The study will be conducted with an
objective of having thorough knowledge about the
effectiveness and efficiency of brand presence on Social
media from other mediums of communication and
among other digital communication firms.
• Specific Objective: To be specific, the objective will be
to identify some exact points of brand presence through
social media \ of massive firms in Bangladesh. The
main points the study is going to cover are:
a) Importance of social media compared to other
medium of brand communication and its benefits b)
How digital communication firms in Bangladesh are
operating and dealing with clients.
c) To study social media in Bangladesh and its impact
on marketing and brand communication
d) To study social media in world and its impact on
marketing and brand communication 21
e) How digital firms are hiring employees.
f) What type of services digital communication firms are
providing through social media.
g) How firms can be cost effective and efficiently use
and measure brand communication and marketing on
social media.
h) Which companies have strong presence of their
brands in social media and the impact on online
consumers

TOOLS & TECHNIQUES

These days, internships are a prerequisite for getting
hired once you leave the comfort of the schooling life.
Thanks to prominent companies like Google declaring
that they don’t care about college degrees, recruiters are
focusing more on the skills and experience that
candidates bring to the table.
In particular, internships are a great way for future
marketers to practice what they’ve learned and build up
a valuable set of skills and tools.

With that in mind, we’ve interviewed a few marketing

interns and gathered their top 10 marketing tools to help
you with your internship.

DATA ANALYSIS&INTERPRETATION
Data interpretation refers to the process of using diverse
analytical methods to review data and arrive at relevant
conclusions. The interpretation of data helps researchers
to categorize, manipulate, and summarize the
information in order to answer critical questions.

The importance of data interpretation is evident and this

is why it needs to be done properly. Data is very likely
to arrive from multiple sources and has a tendency to
enter the analysis process with haphazard ordering.
Data analysis tends to be extremely subjective. That is to
say, the nature and goal of interpretation will vary from
business to business, likely correlating to the type of
data being analyzed. While there are several types of
processes that are implemented based on individual
data nature, the two broadest and most common
categories are “quantitative and qualitative analysis”.

Yet, before any serious data interpretation inquiry can

begin, it should be understood that visual presentations
of data findings are irrelevant unless a sound decision is
made regarding scales of measurement. Before any
serious data analysis can begin, the scale of
measurement must be decided for the data as this will
have a long-term impact on data interpretation ROI. The
varying scales include:

 Nominal Scale: non-numeric categories that cannot

be ranked or compared quantitatively. Variables are
exclusive and exhaustive.
 Ordinal Scale: exclusive categories that are
exclusive and exhaustive but with a logical order.
Quality ratings and agreement ratings are examples
of ordinal scales (i.e., good, very good, fair, etc., OR
agree, strongly agree, disagree, etc.).
 Interval: a measurement scale where data is
grouped into categories with orderly and equal
distances between the categories. There is always
an arbitrary zero point.
 Ratio: contains features of all three.
For a more in-depth review of scales of measurement,
read our article on data analysis questions. Once scales
of measurement have been selected, it is time to select
which of the two broad interpretation processes will
best suit your data needs. Let’s take a closer look at
those specific methods and possible data interpretation
problems.How To Interpret Data?

When interpreting data, an analyst must try to discern

the differences between correlation, causation, and
coincidences, as well as many other biases – but he also
has to consider all the factors involved that may have
led to a result. There are various data interpretation
methods one can use to achieve this.

The interpretation of data is designed to help people

make sense of numerical data that has been collected,
analyzed, and presented. Having a baseline method for
interpreting data will provide your analyst teams with a
structure and consistent foundation. Indeed, if several
departments have different approaches to interpreting
the same data while sharing the same goals, some
mismatched objectives can result. Disparate methods
will lead to duplicated efforts, inconsistent solutions,
wasted energy, and inevitably – time and money. In this
part, we will look at the two main methods of
interpretation of data: qualitative and quantitative
analysis.

FINDING
To have a thorough knowledge about the effectiveness
and efficiency of brand presence on digital marketing a
qualitative survey was conducted on 200 samples of
respondents (Students Job Holders, and general people)
drawn from the target population of Dhaka City.
For this report I conduct survey on 100 people from
online and conduct survey directly on 100 people.
This survey will help us to know more about the
behavior of the online consumers on social
media sites and how effectively and efficiently brands
use digital social media for brand communication.

CONCLUSION
As a part of academic requirement and completion of
BBA program, I have been assigned to complete my
internship report under the supervision of Asiatic
Events Marketing Limited (Digital Wing) and guidance
of Syeda Shaherbanu Shahbazi Ahmed The report starts
with a general introduction on "Cookie Jar Limited” and
its digital wing part of Asiatic Events Marketing limited.
Asiatic Events Marketing Limited is an interactive
marketing communication firm dedicated to serving its
clients to meet their business objectives and effective
market communication practices. The Cookie Jar
Limited provides exclusively digital social media
communication service to many of the leading
international and nation brands. Moreover, recruitment
and work duties of a digital executive were thoroughly
described in this report. This report mainly features on
maintaining brand communication through social
media. Here in this repot I mainly discussed on the
effectiveness and efficiency of the social media for
which a survey was undertaken on the users of social
media. The results show that brands presence in social
media is a must as people spend a large part of their
time on Facebook and when on Facebook they not only
like to communicate with their friends but during their
time spent there they also like to interact, search and
know about brands they see or hear from different
media. Moreover, through the study of social media
articles of home and abroad and work experience at
Asiatic Events Marketing Limited (Digital) a true picture
of social media in the world, at home, amongst different
digital firms and which brands are maintaining social
media presence and their objectives and strategies were
tried to be presented.
RECOMMENDATION&SUGGESTION
Social media marketing around the world is getting
popular day by day. This is because social media
marketing programs usually center on efforts to create
content that attracts attention and encourages readers to
share it with their social networks. Social media in
Bangladesh is a relatively new concept for most
companies even a few years back. It is a growing
medium of communication where most of the youths
are present and one of the most interactive mediums of
communication. Since social media marketing is new
and still there is a lot to learn here, I have provided
some suggestions that can help brands in social media
as well as digital communication firms to prosper in the
future in terms of being efficient and effective. Some of
the suggestions are mentioned below in bullet points so
that the area of improvements become clear as crystals
and can be followed through.
1. Increase Budget on Social Media Marketing: One of
the number one failures of brands not doing well on
social media according to a research by Nielsen's is the
reason of low budget allocated where on average only
1.2 % of the total communication and promotion budget
is allocated to digital social media communication. This
budget allocation is to low and should be increase to a
sufficient amount.
2. Increase Effectiveness of Brand Pages on Social
Media: Most brand pages are too focused on posting
and communicating products and services to peoples
newsfeeds where the social media user will get annoyed
at a particular time and un-follow or unlike the page. It's
always better for the brand page to promote non-brand
communication like humor, tips and other benefitting
message of the user than only blatantly posting and
communicating product and service benefit. To many
product post is one of the main reason for less than
15mins stay at brand pages, as they don't find
interesting or benefitting communication from brands.
The best method to use is a mixture of product and
lifestyle, humor and tips communication from brands
than product and service promotion.
3. Increase Efficiency of Brand Pages on Social Media:
To increase efficiency of brand pages one needs to target
the communication of brand pages according to the
target group. Most social media such as Facebook has a
system of targeting promotion to a good extent where
the reach, the type of people who needs to view the
communication, age, gender, geography and lifestyle
can be specified. With a specific communication going
to 52 the right group the cost per impression of
communication will be lower and the money spent
behind promotion will be efficiently utilized.
4. More Recruitment for digital marketing or social
marketing: Currently in Bangladesh the business of
digital marketing is just in its initial level. However, as
we all know that it is one of the upcoming booming
sectors in the near future as many other agencies have
just started to work on digital marketing. Now for a fast
and rapid development of the company, it should hire
more employees for this sector to cope with the high
demand
LIMITATION OF HE STADY
To build up this study several limitations has been
discovered. Those limitations are:
• To collect primary data it is hard to get the correct
information from people because they might not feel
comfortable or provide their false feeling because they
want to remain surveyors’ feelings to be intact.
• This is a long term research where more information
could be included. Due to the lack of time I was unable
to compile all the information through.
• The precise analysis requires good amount of financial
support, because of that monetary limitation it is
impossible use the full potentiality of this research.
• To observe the whole corporation activities and come
up with a fruitful result requires huge amount of time,
so time limit is another crucial limitation of this study.
• The internship proposal is conducted based on several
secondary data which were rather inefficient or
unreliable.
Internship Period Activities:
As I did my major in Marketing, I got an opportunity to
work in digital wing of Asiatic Events Marketing ltd
known as Cookie Jar Ltd where I gained and learned
several digital marketing practices. I had the
opportunity to have three months long internship at
Asiatic Events Marketing Limited digital wing Cookie
Jar where I have come across with different tasks and
activities that are conducted by the Digital Client
Service Department for Facebook brand pages such as
Airtel Buzz, Ekhanei.com, Nokia Bangladesh, Samsung
Camera and Samsung Notebook, Igloo, Mi Amore, 7UP
etc. I was assigned to the following jobs regularly. That
were
-1.Interacting with clients
2. Taking brief and feedback from clients
3. Giving client brief to the creative and following up
with them
4. Gathering online pictures for Facebook posts
5.Copy writing for Facebook posts.
6. Delivering output/Facebook post creative to clients
for approval 25
7.Making Weekly Post Calendar
8. Making Weekly and Monthly Report
9. Making Online Pitch Presentation
9. Briefing Vendors about Application and Game
Development
10. Making estimates of the costs and taking approval
from clients.
11. Updating job lists at the end of the day.
12rranging meeting and preproduction meetings (PPM)
with
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