STUDENT DECLARATION

1. St Soldier Group of Institutions declare that I have under gone my

summer training on Digital Marketing at "Intershala" From 11 July 2021
23th Aug 2021. I have completed are search project titled "DIGITAL
MARKETING " under the guidance of Mrs. Anchal Sharma,
Further. I hereby confirm that the work presented here in is genuine and
original and has not been published elsewhere.
Panchal Bali
2017598

FACULTY DECLARATION
I here by declare that the student of MBA SEM has undergone her six
weeks summer training under my periodic guidance on the Project DIGITAL
MARKETING Further. I hereby declare that the student was periodically in
touch with me during her training period and the work done by student is
genuine & original.

Amandeep
( Signature of Supervisor )
 ACKNOO LEDGEMENT
I take this opportunity to express my deepest gratitude to those who have
generously me in providing the valuable knowledge and expertise during
my training.
In preparation of my report. I had to take the help and guidance of some
respected arsons who deserve my deepest gratitude. As the completion
of this report gave me pleasure, I am thankful to Head of Department for
giving me a good guide lines for training report throughout numerous
consultations I am also thankful to Summer ning report in charge I would
also like to expand my gratitude to all those who have directly and
indirectly guided me in writing this report.
I am also very thankful to respective Director sir who gave us bundle of
knowledgeable Ideas, Skill and an opportunity to present this report.
I further wish to thanks our Training Guide Training Supervisor and the
entire team of that provided me in valuable assistance in summer training
And finally, I would like to thanks each and every person who contributes
in any way since my training many people, especially my classmates have
made valuable comments which gave mean inspiration to improve the
quality of the report.
 DIGITAL MARKETING
Digital marketing encompasses all marketing efforts that use an electronic

device or the internet. Businesses leverage digital channels such as

search engines, social media, email, and other websites to connect with

current and prospective customers.

Digital marketing is the use of the internet, mobile devices, social media,

search engines, and other channels to reach consumers. Some marketing

experts consider digital marketing to be an entirely new endeavor that

requires a new way of approaching customers and new ways

of understanding how customers behave compared to traditional

marketing.

A seasoned inbound marketer might say inbound marketing and digital

marketing are virtually the same thing, but there are some minor

differences. And conversations with marketers and business owners in

the U.S., U.K.. Asia, Australia and New Zealand.

 UNDERSTANDING DIGITAL MARKETING

Digital marketing segment of the customer base and is interactive. Digital

marketing is on the rise and includes search result ads, email ads and

promoted tweets – ‘any things that artes marketing with customer

feedback or a two-way interaction between the y and customer

Internet (aka online) marketing differs from digital marketing Internet

marketing is the tismg that is solely on the Internet, whereas digital

marketing can take place over the Telephone, on a subway platform, in a

video game or vin a smartphone app.

In the lance of digital marketing, advertisers are commonly referred to as

sources, while members of the targeted ads are commonly called

receivers. Sources frequently target highly sxcitie, well-defined receivers.

For example, after extending the late-night hours of many of its locations,

McDonald's needed to get the word out. It targeted shift workers and

travelers with digital ads, because the company knew that these people

made up a large segment of its late night business. MeDonald's

encouraged them to download a new Restaurant Finder app. targeting

them with ads placed at ATMs and gas stations, as well as on websites

that it new its customers frequented at night.

 NEED OF DIGITAL MARKETING
Why is digital marketing important? Each company will have different
specific goals in mind, but most are trying to achieve growth by reaching
more consumers and convincing them to purchase. To do this effectively,
you have to take advantage of all the most valuable marketing resources
and technologies, and in the modern world, the internet tops that list. This
makes every business in need of digital marketing. It’s necessary you
understand the benefits of digital marketing for businesses, which include:

1. Affordability
Digital marketing is considerably less expensive than other marketing
methods. Specific prices vary based on what you’re doing but ad spend
tends to be lower than other forms of marketing.

2. Mobile Access
You may not know this but 77 percent of American adults own a
smartphone and are likely to use that smartphone or another mobile
device for news, social networking, and countless other activities. Digital
marketing helps you reach them while they’re doing this. With remarketing
ads, email and text marketing, and social media – you can be in front of
your audience while they use many different apps on their mobile phones.

3. Flexibility
There are many forms and uses of high quality digital marketing, including
banner ads, email marketing, content marketing, and social media posts.
Thus by learning how to creatively market yourself digitally, you open up
a wide range of possibilities for future publicity strategies. With digital
marketing, you also have the flexibility of testing and stopping poorly
performing campaigns in real time.

4. Expansion
Many consumers do almost all of their shopping online. Digital marketing
lets you appeal to these people and thus expand the reach of your
company. Between Google Shopping Ads and brand awareness
campaigns, you can expand your brand recognition and boost sales.

5. Multimedia
Customers tend to engage more with marketing materials that combine
multiple types of content, including photos, video clips, and audio. It is far
easier to incorporate all these content types into digital marketing than
any other type of publicity – and it is very important.

6. Interactivity
Digital marketing lets you communicate directly with the customers who
see your content, notably through website comments, messages, reviews,
and social media posts. This shows those customers that you care about
what they say and think, leading them to feel respected and part of the
community you’re building. It also allows you to gather invaluable
information on customers’ reactions and preferences.

7. Tracking
Besides communicating with customers, digital marketing lets you track
their activities. You can monitor which ads and types of content they have
seen shortly before they make a purchase. This tells you which marketing
methods are most effective, allowing you to refine and improve your
strategy.

8. Authority
Digital marketing makes it easy to comment on issues and controversies
that relate to your product or your industry. In this way, you can establish
yourself as an authority on such topics, leading readers to trust you, come
back for more information, and eventually make a purchase. Digital
marketing allows you to come off as the industry expert that you are and
will instill trust in your business.

9. Influencer Engagement
Many of the most influential figures in modern culture promote themselves
online or through social media. Digital marketing allows you to engage
with these influencers and gain their respect. If you play your cards right,
you can get them to endorse you, leading their followers to become
customers and spread brand awareness.

10. Print Enhancement

Digital marketing lets you expand on your print marketing efforts. By
writing online content that explains claims you make in your print ads, you
can go into greater detail, maximizing the effectiveness of all forms of
publicity and integrating your campaigns.

Why Choose Digital Marketing Takeaways:

 The benefits of digital marketing for businesses include:
 Lower costs and higher flexibility for your marketing efforts
 Access to consumers who rely on their mobile phones or do all their
shopping online
 The ability to speak with authority on topics related to your product or
industry
 A chance to engage with influencers, earn their respect and get them to
endorse your company
 Opportunities to incorporate multiple types of media into your marketing
 The ability to track customers’ purchase journeys
For more information on the art and importance of digital marketing for
your company or if you need help in developing a digital marketing
strategy for your business, contact Ballantine today and explore our past
digital marketing works!
The article below was written in February of 2017 and has since been
updated.
There once was a time when developing and implementing marketing
campaigns meant running ads on television and radio, and placing print
ads in newspapers and magazines. However, as the world of commerce
moves more and more toward a digital marketplace, businesses now have
the opportunity to expand their reach and connect with their target market
through digital marketing tactics.
Any modern brand that wants to get ahead in the current business climate
will need to adopt digital marketing tactics as part of their overall strategy.
This doesn’t mean that you have to throw out the traditional print ads,
especially if your business is already seeing great response from these
types of ads. However, by using digital marketing tactics in combination
with your current traditional marketing strategies, your business can start
to optimize your campaigns for maximum results.

But don’t take our word for it! Industry trends and statistics show that
digital marketing really does work, regardless of your industry or company
size. Below, we will outline the top 10 undeniable reasons that your brand
needs digital marketing to attract new leads, connect with customers, and
close more sales in 2017 and beyond:
 Scope of Digital Marketing in India

If you are planning to understand about digital marketing industry and scope of
digital marketing in India, you are on right blog. In this blog I will cover topics
of digital marketing industry, various job and business opportunities, salary range
for digital marketing industry and more.

Our today’s generation is a digital generation. Before we understand the scope of

Digital marketing in India 2021, let us first understand this industry. Digital
marketing is a marketing strategy to promote products/services online. So in
simple terms, we can say that we are promoting our products to customers who
are using the internet. Many concepts of traditional marketing are applicable to
digital marketing.

In every era, marketing has evolved based on what the customer is using. If you
go back in history, you can see that at times when customers used Radio, it gave
birth to radio advertising and marketing. Next, we got the boom of televisions, it
is one of the widely used device globally, which allowed the companies to reach
a mass audience with TV ads. Even today TV advertising is one of the most used
advertising strategies for companies. Since the boom of the Internet, more
customers started using the Internet, which gave birth to a new era of marketing
originally called Internet marketing, which is now called Digital Marketing.

To understand the Scope of Digital Marketing in India, we must understand its

advantages and how it can sustain over the period of time until we get a new
generation of communication.

Digital Marketing Usage Statistics (2020-2021)

Internet Users:
As per data of statista.com as of October 2020, 59% of the world population is
using the Internet. (i.e) 4.66 Billion Users. In these users 4.28 are unique mobile
users & 4.14 are active social media users. The total number of users on internet
in 1995 was less than 1% of the world population. This shows the growth of
digital marketing in last 20 years.
Source: statista.com
As per latest Google Report, India has potential to reach upto $100B in online e-
commerce. With evolving customers from various demographics and locations
we have huge growth prospect in digital sales. Report
Top 4 Internet Users by Country (Feb 2020)

India has surpassed USA in total number of users, with the emergence of Reliance
Jio, India has seen a great increase in internet users, which gives more scope for
digital marketers to reach target audience.

Mobile Phones:
Most of the users globally today use mobile phones for communication. As per a
report 4.14 billion unique mobiles phone users globally. Today’s majority of
mobile phones are smartphones with internet access, which allows to customers
to connect with businesses anytime & anywhere.

Targeting the Audience:

In traditional marketing strategies, it is very difficult to advertise to the target
audience with specific demographics & details. Most of the marketing methods
were aimed @ mass marketing of the product. Today with digital marketing we
have so many customised & personalised methods to target the audience
exclusively.

Ex: Today we can reach an audience by Location, age, gender, education,

interests, personal information etc. In fact, we have many advanced strategies to
target a very specific audience.

What is its Scope of digital marketing in India for Professionals:

As we know that the digital marketing industry is growing, which brings more
opportunities to professionals in this industry. following are opportunities
available for professionals. To start career in digital marketing one must have
good soft skills and technical skills.

Future Scope of Digital Marketing Career

The simple and best way to start your career in digital marketing is to find a job.
In digital marketing, we have many different specialisations so you will have
different options to start your digital marketing career.

Junior & Mid Level Career Options

 Digital Marketing Intern
 Digital Marketing Executive
 SEO Executive
 Link Building Specialist
 Social Media Specialist
 Google Ads Specialist
 Email Marketing Specialist
 Web Analyst
 Online Reputation Executive
 Content Marketing Executive
Higher Level Digital Marketing Job Titles
 Digital Marketing Strategist
 Digital Marketing Manager
 Social Media Manager
 Digital Marketing Head
 Paid Advertising Manager
 Digital Branding Head
Salaries Digital Marketing Professionals in India:
In India, the average salary of digital marketing professionals is Rs 4,00,000 per
annum. For interns/freshers realistic salary range of digital marketing
professionals will between Rs 1,20,000 to Rs 3,00,000 per annum. As the
candidate gain experience in the field the salary hike can range between 25% to
75% annually depending on the skillset and technical ability of candidate. Most
of the candidates with 2+ years experience can get a salary between Rs 3,60,000
to Rs 6,00,000 per annum based on company norms.

Experienced professionals who are upgrading skills with digital marketing can
expect 20-30% hike by adding the digital marketing skillset & certifications.

Apart from above list, there are more specialised job roles to choose in digital
marketing. This data shows that there is a very good scope of digital marketing
in India for candidates seeking jobs.

Scope of Digital Marketing in Online Business:

1. Become a Professional Blogger:

Many digital marketing professionals choose full time blogging as their career
choice. With dedication and hard work, many professionals are now successful
bloggers in their chosen niche. Bloggers can generate income with advertising &
affiliate marketing strategies. Most bloggers can earn in the range of $100 to
$1000 per month with 1-2 years site. Top Celebrity bloggers earn upwards of
$10,000 per month.

2. Earn with Affiliate Marketing & AdSense:

You can start your blog/website/app in a specific niche of your interest and
initially work hard to build traffic & viewers. After generating good traffic, you
can make a good income with AdSense & affiliate marketing techniques. Most
professionals develop micro niche website focusing on specific topics to generate
quality traffic. Study our in-depth Affiliate Marketing Guide.

3. Start Freelancing Services:

Freelancing is the concept of offering your services to clients as an individual.

Sitting at your home/office you can build your clients globally. Many online
freelancing services like fiverr.com, freelancer.com etc are a great platform to
start freelancing career.

4. Start your own agency:

If you have experience in managing a business & have resources, contacts. You
can start your own full-time digital marketing agency. With your agency, you can
able to build marketing strategies for clients and implement them with digital
marketing.

5. Become a YouTuber:

You can choose to become a full-time YouTuber in a selected niche. You need to
focus on the quality of content and building your audience base on YouTube.
Once you start getting subscribers and views, you can make money with YouTube
monetisation.

6. Start your Drop shipping business:

Drop shipping a business model in which you can sell products online to
customers without owning the inventory physically with you. Generally in this
business you need to develop an e-commerce website in Shopify and select your
products based on your research. Then you connect your store with manufacturer
and online retailers from China from Ali Express.

All the product prices are marked up and when your sell a product, the
manufacturer will directly send the product to customer and you make a profit.

7. Future Scope of Online Careers for Professionals/Students

If you learn digital marketing you will open a door to many new online
opportunities while studying or working in your present job. As per industry
statistics many digital marketers have built their personal brand by becoming an
influencer in selected niche. Students can work part-time online for various
digital marketing agencies.

8. Scope as Trainer or Coach

If you are passionate about teaching and have prior teaching experience and really
love to share your knowledge with others, you can build a great career as Digital
Marketing Trainer/Online Coach. To become a quality trainer you must develop
in-depth practical understanding of each topic and work on real-time projects
before delivering training. Become an online or classroom trainer only after your
get adequate amount of experience with all the technologies.

Note: We never recommend freshers to become a trainer because without

experience teaching will be nightmare for students.

Scope of Digital Marketing after Covid-19

As we have seen a dramatic increase in Work from Home (WFH) jobs due to
Covid-19 pandemic. Due to Covid-19 many companies are shifting towards
digital marketing for advertising and marketing. We can expect a great demand
for digital marketing specialists across India once the economy restore to normal
level.

The demand of digital platforms has increased and as per some reports. 50% more
time is spent by users on social media. This gives are great opportunity to
companies to target these specific users. Many individuals are now shifting
towards GIG based work (Freelance). Demand for quality freelancers have
increased due to many restrictions on offline activities.

I hope after reading “Scope of digital marketing in India” you now have clear
direction of what opportunities are available for digital marketing professionals.
You can learn this course from expert trainers.
 THE SCOPE OF JOBS IN DIGITAL MARKETING IN INDIA
The record of the number of jobs available on Naukri.com shows a number
close to 1.5 lakh jobs on date, 14 August 2017. The number is explanatory
enough of the demand of Digital marketing jobs in India as well as the future
of Digital Marketing in India. It is quite obvious that the high demand in this
field is the result of the growing industry. The industry is at a boom which
is why there are plenty of job opportunities and new companies sturting
up.
The current market status of Digital Marketing shows that the industry is
at its peak and is here to stay for the obvious reasons. The Digital
Marketing platform gives the opportunity to one and all to be a part of it
since it is just the beginning. The digital era has just begun
The Indian City, Pune is reported to emerge as a hub for Digital Marketing
companies and agencies. Hence, the Digital Marketing scope in Pune is
recorded to be relatively high.
THE SCOPE OF DIGITAL MARKETING IN VARIOUS PARTS
OF THE WORLD.

Digital Marketing Scope in the USA

The United States has a broad scope of Digital Marketing. The United
States is one of the most powerful coultries in the world because of its
technological advancements. The technological advancements have the
digital domain as the most integral component of the entire structure.
Thus, it would be right to quote that Digital Marketing scope in the USA is
leading the world. Since the Digital Marketing industry in the in the USA is
already flourished, the number of job opportunities in the Digital Marketing
industry are lesser compared to India. But a lessernumber of job
opportunities must not be confused with lagging behind the country is
surely leading this field too.
Digital Marketing Scope in Dubai
When we talk about Dubai, we know that Dubai has always stood ahead
in the technological aspect. The companies in Dubai are going digital and
thus there are plenty of job opportunities. The month of August 2017 itself
marked for as many as 3650 jobs. Well, that's a good enough number.
This is surely indicative that there is a remarkable scope of Digital
Marketing in Dubai.
Objectives of Digital Marketing

Increase revenue

The primary goal of any marketing strategy is ultimately to increase

revenue, and Internet marketing is no exception. Thankfully, the Internet
provides plenty of opportunities for every business to improve their bottom
line.

By combining search engine optimization, or SEO, with pay-per-click ads,

or PPC, your company can improve the chances that potential customers
find you online. And with strategies like content marketing and social media
marketing, you can position yourself as an expert in your field who also
cares about your clients.

Build a brand

Internet marketing objectives often include building a brand. This means not
only establishing your logo and company name in the minds of consumers,
but also what your company stands for.

Well-known brands are typically trusted more by customers, especially

when paired with positive associations. The Internet is a great tool for
building that trust, because it has a wide reach and allows you to directly
connect with individuals.
Important Objectives of Digital Marketing

Here are some of the main objectives of digital marketing. Keep reading
this article to learn more about them.

Construct A Brand

Constructing a brand is one of the important objectives of digital

marketing. The aim of digital marketing also involves setting up a new
brand. Constructing a brand not only represents placing your organization
name in people’s minds.

Well-known brands that are particularly associated with successful

relationships are also more trusted by consumers.

The internet is an ideal resource for creating this policy because it is very
comprehensive and helps you to directly communicate with people.

Social networking is particularly useful when creating a new brand, as it

helps businesses to build and publish more directly.

Organizations also discovered that the use of social media platforms such
as Facebook, Twitter, Instagram, and Pinterest could encourage this kind
of brand.
Companies can improve brand awareness by charging for advertisements
and placements in addition to organic content on such pages.

It requires patience on the part of the members of the company as faith

and loyalty grew over many months, even years. Staying centered on the
results is your priority.

Develop Revenue

Increasing revenue is the primary objectives of digital marketing. Luckily,

the internet gives every company several opportunities to boost their
performance.

By combining SEO with pay per click, or PPC ads, your company will
increase the probability of getting identified by potential clients.

You will put yourself as an expert in your field with tactics such as content
marketing and social media marketing that also cares about your
customers.
 Online Marketing

Digital marketing. Internet marketing. Online marketing. These terms

are used interchangeably, but do they mean the same thing?

We’re here to tell you that, in the digital marketing vs. Internet
marketing debate, these two terms are slightly different. And we’ll tell
you how!

Keep reading to learn the difference between Internet marketing and

digital marketing, and if you’re interested in consistently learning more
about digital marketing, don’t forget to sign up for Revenue Weekly!

Bonus Reading: Digital Marketing for Dummies

Digital marketing vs. Internet marketing: The definitions

Digital marketing and Internet marketing are remarkably similar, but
they do differ slightly. Let’s look at the definition of these two terms.

Digital marketing

Digital marketing is a broad term that describes a set of marketing

strategies that use digital channels to promote your products or
services. This term is an umbrella term that describes anything that uses
a digital platform for marketing your business, from social media
platforms to TV ads. Digital marketing ads aren’t limited to the web.

Online Marketing

Internet marketing, also known as online marketing, is a subset of

digital marketing that includes strategies you use to market yourself
online. To qualify as an Internet marketing strategy, it must require the
Internet to work and connect with leads. Internet marketing focuses on
building a presence on the web.

Digital marketing vs. Internet marketing: what’s the difference?

As you can see by the definitions, the difference between these two is
slight. Digital marketing doesn’t require Internet strategies to fall under
this category, while Internet marketing requires using the Internet to
market to your audience.

Digital marketing is an umbrella term under which Internet marketing

falls. Internet marketing is a more precise form of digital marketing.
Need Digital Marketing Help? Look No Further

Digital marketing vs. Internet marketing: The channels

Since Internet marketing is a subset of digital marketing, many

channels overlap. Additionally, many strategies are solely digital
marketing and not Internet marketing. Here’s where some of these
strategies fall:

Search engine optimization (SEO)

DIGITAL INTERNET
STRATEGY
MARKETING MARKETING

Search engine
yes yes
optimization (SEO)

Pay-per-click
yes yes
advertising
Email marketing yes yes

Social media marketing yes yes

Content marketing yes yes

Social media advertising yes yes

Web design yes yes

TV ads yes no
 Digital billboards yes no

Radio spots yes no

SMS texts yes no

As you can see, many of these strategies fall under both Internet
marketing and digital marketing. The only strategies that don’t fall
under Internet marketing are strategies that don’t require the Internet to
advertising to prospects.

Digital marketing vs. Internet marketing: Finding overlapping

strategies

Instead of focusing on digital marketing vs. online marketing or

Internet marketing, it’s time to focus on Internet marketing and digital
marketing. Let’s look at four strategies you can use.
1. Search engine optimization (SEO)

When you look at digital marketing vs. online marketing, you’ll find
that search engine optimization (SEO) is a strategy that falls under both
categories. SEO is a strategy that focuses on boosting your rankings in
the search results to help you drive more relevant traffic to your page.

With so many people conducting searches every day (the average

person conducts 3-4 searches per day), it’s critical to invest in SEO to
help you reach more qualified leads.

Here are some key components of creating an effective SEO strategy:

 Integrating relevant key terms: Keywords trigger your site to appear

in search results. If you want to reach people looking for your
business, you must choose the right, industry-specific terms to drive
traffic. As a rule of thumb, you’ll want to stick to long-tail keywords,
which contain three or more words, to ensure you’re driving traffic
interested in your business.
 Improve your site’s load time: Users want information fast, and
search engines want to deliver it to them quickly. To improve your
site’s load time, check Google PageSpeed Insights to see how
quickly your site loads and where you can improve it. You can also
invest in page speed services to have an expert optimize your site for
you.
 Make your site mobile-friendly: Since Google moved towards
mobile-first indexing, which takes your mobile site into account
with your rankings, you need to ensure your site is mobile-friendly.
Use Google’s Mobile-Friendly Test to figure out if your site is
mobile-friendly. If not, you can utilize responsive design to help you
create a mobile-friendly site.
 Offline Marketing

Networking Activities
Face-to-face connections, even virtual ones, continue to play a valuable role
in networking. What’s more, they can help drive traffic to your website,
allowing the contacts you’ve made in person to learn more about you and
your firm.

In many cases, a good clean handshake is still important — being able to

“put a face with a name” removes a level of abstraction from your brand and
makes your firm more approachable. But choose your opportunities wisely.
Seek out associations or organizations to which your target audience
belongs. In time, you might take networking even further by attending — or
better, speaking at — their national conferences.
2. Attend Association Conferences and Trade Shows
Trade shows can provide opportunities to network with both prospective
buyers and other industry leaders. In addition, these events can offer other
offline marketing opportunities — for instance, they are ideal places to
distribute your print materials or explore the possibility of becoming a future
featured speaker. Which brings me to the next technique.

3. Speaking Opportunities
Speaking engagements put you directly in front of a highly targeted audience
that is primed and ready to hear what you have to say. And they are a proven
way to establish your firm’s credibility and thought leadership. According to
our research, speaking engagements are the second-most popular way that
Visible Experts acquire leads.
®

Figure 2. Visible Experts’ Top 10 Sources of Leads

If you’re just starting on your journey to thought leadership, however, don’t

expect to secure prime speaking engagement opportunities right off the bat.
Instead, start small by approaching an association’s local chapter. And don’t
expect to be paid for these initial forays (for that matter, many national gigs
are unpaid or cover only travel expenses). By adjusting your expectations,
even your earliest experiences can pay off in the long run.
4. Warm Calling
While not as common as they once were, calls to prospects have a personal
touch, and they can still resonate with interested buyers. More personal than
emails, phone calls require an instant response — which, unfortunately, can
cut both ways. In our most recent research, phone calls are experiencing a
renaissance, especially among the fastest growing firms.

High-growth firms are having particular success with so-called “warm

calling.” Unlike cold calls, which are a low-yield numbers game, warm calls
deliver frequent, better-quality result. A “warm” prospect is one who not only
knows of your firm but has been exposed to your thought leadership —
usually through digital channels like your website, social media or email
marketing, though offline techniques such as speaking engagements or
books can also build engagement offline. Some firms even use the call itself
as an opportunity to offer the prospect a piece of valuable content to make
their expertise more tangible.

5. Demos/Consultations
Live, personal demos and consultations provide a direct connection between
buyer and seller. As a result, they are one of the most effective bottom-of-
the-funnel tools — of any kind. For the first time, a prospect can directly
experience the firm’s expertise and/or product. But these activities work best
when they are set up by prior marketing interactions. When a prospective
buyer has visited the firm’s website, read multiple blog posts, downloaded
white papers or executive guides and received relevant educational content
by email, they are far more inclined to buy. After all, they already know and
trust the firm. Often, a live demo or free consultation provides the extra
confidence a buyer needs to request a proposal and move forward toward a
contract.
 LITERATURE REVIEW
Aterature review is both the process and the product. A literature review is a
descriptive. lytie summary of the existing material relating to a particular
topic or area of study. The literature review process involves a systematic
examination of prior scholarly works.

 To help you understand a research topic

 To establish the importance of a topic
 To help develop your own ideas
 To make sure you are not simply replicating research that others
have already successfully completed.
 To demonstrate knowledge and show how your current work is
situated within, builds on, or departs from earlier publications.

Websites

https://www.google.com/

https://www.wikipedia.org/

Bloggers Sites

https://digitaldeepak.com/

https://www.campaignindia.in/digital/blogs--opinions/474.227.aspx

https://www.digitalvidya.com/blog/
 Books
 Seema Gupta, Digital Marketing. McGraw Hill
 Damian Ryum, Calvin Jone. Kogan Page: Understanding Digital
Mark Strategies for Engaging the Digital Generation
 Baia. Kamlesh K & Nag. Debjani, E-Commerce The Cutting
edgness”’ McGraw Hill

I follows the above given top Bloggers, Books. Wikipedia Encyclopedia and the

search engine Google.

 OBJECTIVES OF RESEARCH

The purpose of research se of research is to discover answers to

questions through the\ procedures, The mi The main aim of research is to

find out the truth which is hidden and which an discovered as yet

 Teknow about the various techniques of Digital Marketing

 To implement the SEO technique

 To know the result of Blogging

 Research Methodology
The function of marketing research is to connect the target consumer to
the seller or the marketers. The modes of this connectivity are through
information that is specifically used for the purpose of to identifying and
relevantly defining the aspects of marketing. Elements of generating
refined modes of marketing action; dealings with opportunities and
problems, monitoring the recent and past marketing performance; and
above all improving marketing as a process are integral to it. Marketing
research uses the sources of information to address selective issues; like
those of designs that helps in collection information and thereby
implements and manages entire data collection process. It further
analyses the results along with the communication for deriving the
findings and their ways of implication. (Yin, 2003)

The process of study adopted by this research illustrated here. Factors like,
research objective, research plan, methodology of research, compilation
of data, assessment of data and quality standards are focused in the entire
process. The figure under the sketch is the approach of the chapter and
thereby has been depicted predominantly. (Allen, 2008)

Objective
According to Saunders et al (2003) Positivism, realism and interpretivism
are the three specific elements that serve as the elemental courses for
research methodology. For the development of knowledge, the
considered research philosophy is actually the result of individual’s
thought process. For Saunders et al (2003) positivistic view point is
identified by the act of citing theoretical stand by the natural scientist. The
output of positivistic research gets validated by means of rules and laws.
It is actually an organized approach, where the researchers share their
independent thoughts in terms of the theme of the research.

Method
Researcher instruments are actually the tool that the researcher uses to
derive solutions for the research on oriented problems or the selective
objectives. Collection of data through “Questionnaire” is the most popular
mode of research investigation. The proceeding can be accomplished
through a moiled set of questions that are presented to the respondents
and the answers were sought. With its flexibility, this is a very usual and
common instrument that is considered for the collection of primary data.
The phase of pre- testing questionnaire, offers the reaction of the selected
respondents and thereby the determined suggestions can be made for
the change in the process of research instrument. (Bhattacharya, 2002)

In order to cover the large public, questionnaires as well as interviews are

considered as common interface under the research of social science.
Most of the structured questionnaires are managed by themselves for
gaining control over large quantitative kind of surveys. These surveys are
subject to collect factual data, like those of census, which are administered
efficiently in specific groups; as for instance in terms of entire groups,
classes or teams instead of individuals.

Questionnaire is a traditional and authentic way for the process of

collecting data under survey method (Goode et al., 2002). Questionnaires
are inclusive of two types of questions. These are open-ended and close-
ended questions.
 DESCRIPTIVE RESEARCH DESIGN
Research design is defined as a framework of methods and techniques
chambry are Research design is define to combine various various
components of research in a reasonably local manner so that the Tearch
efficiently handled. It provides insights about "how to conduct teaching
problem is cflicieni particular methodology
Descriptive research is defined as a research method that describes the
wracteristics of the ulation or phenomenon that is being studied. This
methodology focuses more on the what of the research subject rather than
the "why" of the research subject
In other words. descriptive research primarily tocines on describing the
nature demographic segment, without focusing on why" certain
phenomenon occurs. In the wards, it "describes the subject of the
research, without covering why it happens.
 For example, an apparel brand that wants to understand the fashion
purchasing trends among New York buyers will conduct a
demographie survey of this region, enther population data and then
conduct descriptive research on this demographic segment The
research will then uncover details on what is the purchasing pattern
of New York buyers", but not cover any investigative details on "why
the patterns exits. Because for the apparel brand trying to break into
this market, understanding the nature of their market is the objective
of the study.
Keyword Planner
Keyword Planner is a free Google Ads tool for new or experienced
advertisers that's like a workshop for building new Search Network
campaigns. You can use Keyword Planner to search for keywords and
see how a list of keywords might perform. Keyword Planner con le help
you choose competitive bids and budgets to use with your campaigns. I
also choose the keyword Planner to give my project a perfect name "My
Fashion Shades"
 VARIOUS TECHNIJOUS TECHNIQUES OF DIGITAL MARKETING

Search Engine Optimization (SEO)

 Search engine optimization (SEO) is probably the first thing that

comes to mind when about different types of digital marketing online
businesses people think about at the mercy of Google Bin of
Google, Bing, Yahoo, and other search engines. If you are doing
SEO right you can attractsattract significant organic trailic to a
website. The goal of SEO is in content in a way that makes it appear
among the first results on a search engine optimize content in a w
results page (SERP).
 There are several methods you can use to rank high on a SFRP,
such as building mix outbound links or optimizing the content for
specific keywords hardest thing about SEO is to constantly follow
the changes of search Probably the hardest thing abe engine
algorithms and u laorithms and update your strategy and methods
accordingly, SEO is ons white, as these days every business
optimize their content for search engine for any website, as these
days. fine without SEO. It's basically impossible to stay competitive
in a marke

Search Engine Marketing (SEM)

econot the only way to increase incoming trallic from search engines.
Search engine marketing (SEM) makes it possible to advertise a product
in search engines and make it annear among paid search results. Search
engines usually display paid results above annie results on SERPs. They
almost look the same as organic results with only small differences in
appearance, for instance, Google shows a small "Ad" label next to the
related URL. On the screenshot below. You can see the paid search
results for the web hosting" search query:
The most frequently used paid search services are Google AdWords
and Bing Ads. They vou to buy ad space based on target keywords,
location, viewer demographies, and other desActually, search engine
marketing is a pretty effective method, as search engines only show
your ad to the audience you want to target. In most cases,
you need to pay for SEM results according to the pay-per-click
(PPC) advertising model, meaning you are only charged when
someone clicks your ad.

Social Media Marketing (SMM)

Without a doubt, social media is the queen of 21st century digital content.
Therefore it's also one of the most important types of digital marketing you
need to focus on esnecially if you want to promote a B2C business. Social
media is not simply marketing channel but also a way for people to keep
in touch with their friends and family, get the latest news, or follow topics
they are interested in. There are a plethorn of social media platforms you
can choose from, such as Facebook, Twitter, Linkedin Instagram, and
many others. You need to find the ones that are relevant to the nicheyou
target and promote the business there
Sharing quality content on social media sites is an excellent way to
engage viewers and position a brand as an authority in a specific hiche.
It's also important to place social sharing button below each blog post and
content page so that visitors can share it across their network. In addition,
every social media platform offers different solutions for organic and paid
advertising. Paid Twitter and Facebook ads, hastag campaigns, and
influencer marketing are among the most popular methods of social media
marketing
 IMPLEMENT THE SEO TECHNIQUE

9 Effective SEO Techniques Techniques which is very useful to implement

during Digital Marketing,

1. Improve user experience across your entire site.

2. Optimize for voice search.

3. Focus on topic clusters instead of keywords.

4. Go into detail -- but only when it's relevant.

5. Conquer video with YouTube SEO.

6. Build a variety of backlinks.

7. Get a grip over technical optimization.

8. Target local searchers with local landing pages and listings.

9. Know how to measure SEO performance.

 BLOGGING
A Blog (shortening of "weblog”) is an online journal of Informational
website displaying chronological order, with latest posts appearing first. It
is a platform formation in the reverse chronologie in of writers share their
views on an individual subject where a writer or even

What is the purpose of a Blog?

There are many reasons for starting a personal blog and only a handful of
strong ones for business Blogging. Blogging for business, projects, or
anything else that might bring youvery straightforward purpose - to rank
your website higher in Google SERP money has a very straightfor
aka.crease your visibility. e vou rely on consumers to keep buying your
products and services. As a new

As a business, you rely on consumers to keep ness, vou rely on blogging

to help you get to these consumers and grab their attention bloeging your
website would remain invisible, whereas running a blog makes you
searchable and competitive. So, the main purpose of a blog is to connect
you to the relevant audience. Another one is to boost your traffic and send
quality leads to your website

The more frequent and better your blog posts are, the higher the chances
for your website to pet discovered and visited by your target audience.
Which means, a blog is an effective lend generation tool. Add a great call
to action (CTA), and it will convert your website traffic into high-quality
leads. But a blog also allows you to showcase your authority and build a
brand When you use your niche knowledge for creating informative and
engaging posts, llum with your audience. Great blogging makes your
business looks more credibie, w ay important if your brand is still voung
and fairly unknown. It ensures presche authority at the same time.
Blog Structure

The appearance of blogs changed over time and nowadays blogs include
different items ut most blog include some standard features and structure.
Here are common features that a typical blog will include:
 Header with the menu or navigation bar
 Main content area with highlighted or latest blog posts
 Main content areas bar with social profiles, favorite content, or call-
to-action
 Sidebar With social brelevant links like a disclaimer, privacy policy,
contact page, etc.
Blogs and Websites
A majority of people still people still wonder whether there is any difference
between bonds webis What is a blog and whog and what is a website? It's
even more challenging to differentiate between thetoday. Many com Many
companies are integrating blogs into their sites to perform the same
function

What differentiates blogs from websites?

s need frequent updates. Good examples include a food blog sharing
meal recipes of acompany writing about their industry news Blogs
promote pericct reader engagement. Renders get a chance to comment
and voice their concerns to the viewer. Statie websites, on the other hand,
consists of the contentpresented on static pages. Static websites owners
rarely update their Blog owners update pages their site with new blog
posts on a regular basis. Key elements that identify a blog post from a
static page include a publishing date, wuthor elements, static website
pages do not have any of these items. From a visitor perspective, the
content on a static site will not change from one visit to the next. The
content on a blog, yet, has the potential to offer something new each day,
week, or month. Depending on the blog owner's publishing schedule.

What is blogging?
In the early 2000s, blogging emerged in all different phases when several
political blogs were bom. Also, blogs with how-to manuals began to
appear. Established institutions began to note the difference between
journalism and blogging.
Definition of blogging
Blogging is the set of many of many skills that one needs to run and control
a blog Equipo web page process of writing, posting .linking, and sharing
content emit on the li tools to make the process of writ internet

Why is blogging so popular?

It's important to mention ant to mention that blogging grows with each
passing day! Hence, to answer the dion what is blogging we need to look
at the factors behind its rise. question whe In the early stages, blame early
stages, blogs became mainstream, as news Services began using them
outreach and opinionach and opinion forming. It became a new source of
information

Why is blogging so popular?

 It became a mainstream source of information
 Through blogging, companies keep clients and customers up to
date
 Through a blog, visitors can comment and interact with you or your
brand
 You can earn money through blogging?
Businesses saw a good way to improve the customer's level of
satisfaction. Through blogging, companies keep clients and customers
up to date. The more people visit your blog, the more exposure and trust
your brand gets.
Personal and niche bloggers saw the Personal to reach to more people
interested in specific topice. Through a blog Vissitors can comment and
interact With you or your Brand which helps you create a network of loyal
followers.
Did you know you could could earn money through blogg? Once your
teeth wewn we we and fans, you can look in look into ways of monetizing
your blog Though the bless you can offer your services and sell products.

Who is a blogger?
In recent times. we become famous for various reasons. An alternative
enteer or job ale are choosing to join the ranks. So who ae bloggers?
These are 100 many, more people are choosing to join the ranks. Se quals
who love sharing parts of their lives with you. They post various topics
from a individuals who love sh home designs, carpentry designs,
carpentry, and finance articles, Bloggers are mobile and don't need to be
in place. They live on the internet!
 A blogger is someone who runs and controls a blog. He or she
shares his or her in on different topics for a target audience.
Why are many people blogging today?
Would you want to have a blog of your own? Yes! Most people today are
creating a blog, for various reasons. Every human being has its story to
tell. Hence, through the internet, bloggers can communicate to a larger
group of people.
Blogs allow you to talk about any topics and express your opinion. You'll
find some bloggers writing on every activity that took place during the day.
These may range from small issues such as waking up, to major issues
like human rights and climate changesRemember that as a blogger
running your own blog, you need to rely on the topics that you love and
strive tobecome one of the best blogs on the web.
Are bloggers getting paid?

 Bloggers do earn money but this is not a get-rich-quick kind of

profession.

 Before you can start monetizing your blog, you need to build both
your Google SERPs ranking and you niche influence. And that takes
plenty of time and quality content. Money-making opportunities
won”t present themselves until you've gained some credibility in the
field. So get down to business.

Here's how you can make good money as a top-ranked niche blogger:

 Selling nd space on your blog privately or via Google AdSense

 Becoming an affiliate partner privately or through ad networks

 Selling your own digital products such as eBooks and tutorials

 Selling memberships for access to exclusive content or advice

 Using your blog as a content marketing tool for your business,

If you're starting a blog as a way to market and boost your existing

business, you probably won't be selling ad space or memberships. But
you can create and start offering exclusive digital products such as
eBooks, guides, or online courses as a lead capturing tool in exchange for
visitors email addresses,
 MY RESEARCH AND WORK ON BLOGGING

(MY FASHION SHADES)

https://myfashionshades.blogspot.com/

.
In the ancient Punjabi cloths the top for in both masculine reached encient
Punjab region, peo was worn over the tops which would be spread over
the left shoulder Ances. A scarf weis we sheet would be further envelop
over one shoulder which would hang fler the right. A massive sheet Both
male and female wore a dhoti around the waist. Modern Punjabi se
towards the knees. Both had this attires over its long history has added
other forms of dresses das retained this a on had a flourishing industry in
cotton during the 19th and early 20th centuries
The Punjab region had a flourishing rious kinds of coarse cotton cloths
including suits, dupatta, coasting, shirting, curtains.edusters, etc. were
manufactured in Punjab. This fabric industry added to the lavishness
Punjabi casual which exhibits Punjab's rich and energetic culture in its
dresses. Various spes of dresses are worn based on different Punjabi
festivals, local events and ceremonies. Ley with different traditional
dresses special types of accessory are also very common
Blogger Post

Blogger Statics
Blogger Pages

Blogger Layout
Blogger Theme

Blogger Settings
 RESULT OF BLOGGING

In My Summer training i made Blogs on My Fashion Shades which was

viewed by people during my training the result of blogs show blow

 SOCIAL MEDIA MARKETING
Social media marketing first started with publishing. Businesses were
sharing their content on social media to generate traffic to their websites
and, hopefully, sales. But social media has matured far beyond being just
a place to broadcast content.

Nowadays, businesses use social media in a myriad of different ways. For

example, a business that is concerned about what people are saying
about its brand would monitor social media conversations and response
to relevant mentions (social media listening and engagement). A business
that wants to understand how it’s performing on social media would
analyze its reach, engagement, and sales on social media with an
analytics tool (social media analytics). A business that wants to reach a
specific set of audience at scale would run highly-targeted social media
ads (social media advertising).

As a whole, these are often also known as social media management.

 Social Media Marketing Marketing Land

1. Start by building your own community

Create a thriving social media presence of your own, and familiarize
yourself with the ins and outs of each platform.

Build up your own personal brand - if you can't market yourself, how will
you do this for others?

Familiarize yourself with different industries, attend conferences and

industry events, and contribute where possible. You never know, it could
be your awesome skills that get you noticed by a potential employer.

Your professional relationships may end being your most important asset,
so engage with key influencers in the industry that you want to get into.

2. Don't limit your knowledge to just social

To really stand out, you'll need more advanced skills, since your
customers will more than likely manage search, social, and display.

Take a 360-degree approach to your learning - to succeed and excel, keep

your training up to date, and subscribe to and read as many social and
digital marketing blogs as you can manage (be sure you've subscribed to
this one)

You'll be required to have a more rounded skill set, as social teams are
now being integrated across departments, companies, and agencies
alike. In job description parlance, a successful candidate will possess
technical, analytical, communication, and digital skills.

3. It's not just about posting a few updates on Facebook

If you pursue a role in social media, be sure to put in great time and effort
from the beginning. Become proficient in all social channels and prove
your knowledge of each one. Understand the particulars of every existing
and new channel, and be expected to wax eloquent about all of them when
the opportunity arises.

Know also that once you dig into the details, you'll find a whole new world
of advanced features to learn and master (such as creating paid ads,
upselling, cross-selling, and much more).
4. Be professional

Keep your social channels clean and professional - remember that these
days potential employers always check.

A good rule of thumb is to not post anything on your social media channels
that you wouldn't want to see published on the front page of a newspaper.
This shows that you're professional and can write well. (It never hurts to do
a spell-check, either.)

Also, there's nothing as disappointing as a dormant Twitter account. If you

want to promote yourself as active and aware in social, you need to be
both these things.

5. Always be learning
If you're thinking a quick course in social media will be enough, think
again. The world of social is changing constantly, and it's up to you to
keep yourself in the loop.

If you're just starting out, it's all about getting that initial experience. Be
prepared to help a business free of charge - look specifically for
opportunities to help businesses build and grow their social presence.

Whether it's paid or unpaid, take on an internship, as this is by far the best
hands-on experience you'll get. If you decide to pursue a digital course,
make sure it's fully accredited.

Stick with it - social media marketing is a profession where you never stop
learning.

Be persistent and believe in your abilities - it takes a lot of effort but you'll
get there.

To summarize:

 Build your own community

 Don't limit your knowledge to just social
 Gain knowledge in all areas of social and not just Facebook
 Be professional
 Keep learning
 Facebook Marketing

Marketing your product/services using different Social Media networks

such as Facebook, Twitter, LinkedIn, Instagram, Pinterest etc. Social
Networking users are rapidly increasing in India. 142 million is the number
of social network users in India, out of them around 84% will use
Facebook, around 9% YouTube, 2% Instagram and 1% Twitter and less
than 1% LinkedIn. Social Media Marketing is one of the effective
marketing channel for businesses in India. Revenue in the “Social Media
Advertising” segment amounts to US$512m in 2018.

Engagement – Like, Share, or Comment

2. Reach – Number of people see your content on Facebook

3. Impressions – Impressions is the number of times your posts were seen

4. Facebook Referral Traffic – Number of people who have visited your website
through Facebook
5. Page Likes & Follows – Number of people who liked your fan page becomes fan,
follow represents how many fans would like to see your fan page updates on their
timeline

6. Video Retention – Determines how long the users stick to your video post

7. Video Engagement – Click to play is a video engagement metric that tells you
how many number of people clicked on your video to watch
Blogger Theme
Facebookb Post Open

Facebook All Photo of Page

 Finding and Result
Formerly viewed as a marginal activity restricted to the technically
savvy, blogging is slowly becoming more of a mainstream phenomenon
on the Internet. Thanks to much media hype and some high
profile blog sites, these online journals have captured the public’s
imagination. As novice authors plunge into the thrilling world
of blog publishing, they soon realize that publicly writing about one’s life
and interests is not as simple as it might seem at first. As they become
prolific writers, more bloggers find themselves having to deal with issues
of privacy and liability. Accounts of bloggers either hurting friends’ feelings
or losing jobs because of materials published on their sites are becoming
more frequent.

Here we report the findings from an online survey conducted between

January 14th and January 21st, 2004. During that time, 486 respondents
answered questions about their blogging practices and their expectations
of privacy and accountability for the entries they publish online:
 Plagiarism
Imitation may well be the sincerest form of flattery, but being too derivative
can get you into big trouble in the world of content marketing.
Plagiarism is an ugly word that you hope never to hear connected to
something you’ve produced. However, in the digital environment, where
gazillions of words circulate around the world to billions of readers every
day, it can be especially difficult to avoid even just the appearance of
plagiarism. Yet the legal ramifications of this worst form of intellectual theft
remain as dire as ever.
Successful marketing often has to be derivative. After all, your marketing
efforts focus on talking to people about things that are important to them.
Sometimes it’s a new issue, idea or concept, but more often consumers
are looking for information on a trend or idea they’ve already heard about,
wrestling with an existing “solution” that has left them unsatisfied, or
coping with a problem that hasn’t yet been solved.

Your job as a content marketer is to find a new way to talk to them about
those things they’re already interested in – a way that also engages them
on behalf of your product or brand without drawing too heavily on work
someone else has done.

Check To Copy Data

Plagiarism is a serious problem. If you as a student are caught plagiarizing
it can have serious consequences for you future academic and work
career. Aside from the disciplinary perspective, plagiarism also harms the
extent to which you as a student can learn whilst in years of academic
study. When you cheat through plagiarism you are ultimately cheating
yourself as you have spoiled the chance to learn and develop your
knowledge on a specific subject. This learning and development skillset
could stand you in good stead for later life so from all perspectives,
plagiarism is something which should be avoided at all costs.