Summer Internship Report

On

DIGITAL MARKETING

Submitted Toward the Partial Fulfillment of the Requirement

for the
Award of the Degree of

Bachelor of Commerce (NEP)

Under the Guidance of
Sakshi Verma

Submitted To Submitted By
Department of Commerce ABHISHEK SINGH
B.COM V Sem
Roll No.: 2110012015285
Batch : 2021-2023

Institute of Management Sciences

University of Lucknow
(Old Campus) Lucknow

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2
3
 DECLARATION

I, ABHISHEK SINGH hereby declare that I have carried out my

internship “DIGITAL MARKETING” at NICAT

I further declare that this is my original work and no part of this report
has been published or submitted to anybody or University for award of
Degree.

ABHISHEK SINGH
B.COM (CORE), V SEM.
ROLL NO: 2110012015285

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 ACKNOWLEDGEMENT

The successful completion of the internship would not have been possible without the guidance and
support of many people. I express my gratitude to (CA Yash Jaiswal) for allowing me to do my
internship at NICAT INSTITUTE.

I thank the employees, of NICAT INSTITUTE, Lucknow for their support and guidance in helping
me the completion of the internship.
I express my sincere gratitude to the mentor of my department whose encouraging suggestions and
encouragement helped me in coordinating my presentation, especially in writing this report.

At last, I would like to express my gratitude to my parents and my friendfor their continuous
support during this summer internship report.

ABHISHEK SINGH
B.Com 5th SEM.
ROLL NO: 2110012015285

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 TABLE OF CONTENTS

Sr.No. Title Page No.

1 Introduction of topic 7-32

2 Company Profile 33-39

3 Objective of study 40-49

4 Research Methodology 50-53

5 Suggestion/ Recommendations 54-57

6 Limitations of study. 58-59

7 Conclusion 60-61

8 References 62-64

9 Annexure 65-69

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 ACKNOWLEDGEMENT

The successful completion of the internship would not have been possible without the guidance and
support of many people. I express my gratitude to (CA Yash Jaiswal) for allowing me to do my
internship at NICAT INSTITUTE.

I thank the employees, of NICAT INSTITUTE, Lucknow for their support and guidance in helping
me the completion of the internship.
I express my sincere gratitude to the mentor of my department whose encouraging suggestions and
encouragement helped me in coordinating my presentation, especially in writing this report.

At last, I would like to express my gratitude to my parents and my friendfor their continuous
support during this summer internship report.

ABHISHEK SINGH
B.Com 3rd Year, 5th SEM.
ROLL NO: 2110732010477

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 PREFACE

Digital marketing's growth has become a revolutionary force in today's dynamic business

world, transforming how firms engage with their audiences and negotiate the

complexities of the online domain. The combination of innovation, technology, and

strategic insights has made digital marketing an essential component of contemporary

corporate plans.

This exploration of the subtleties of digital marketing sheds light on the tactics, resources,

and patterns that propel effective online advertising by examining the essential

components that characterize the digital environment. This examination covers the many

facets of digital marketing, from the complexities of social media marketing to search

engine optimization (SEO), offering a thorough grasp for both novices and seasoned

experts.

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INTRODUCTION TO THE TOPIC

Digital Marketing

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The digital marketing strategies are carefully crafted to align with the unique goals and
requirements of each client. They understand that a one-size-fits-all approach does not suffice in the
dynamic digital landscape. Therefore, the team of seasoned digital marketers employs a strategic
and data-driven methodology to create personalized campaigns that deliver tangible results.

Services:
The comprehensive digital marketing services cover a spectrum of channels and techniques,
ensuring a holistic approach to online visibility and customer engagement:

Search Engine Optimization (SEO): They optimize websites to rank organically on search
engines, enhancing visibility and driving targeted traffic to the clients' online platforms.

Social Media Marketing (SMM): Leveraging the power of popular social media platforms, they

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create engaging and impactful campaigns to connect brands with their target audience, build brand
awareness, and drive conversions.

Pay-Per-Click (PPC) Advertising: The PPC campaigns are designed to maximize ROI by placing
targeted ads in front of the right audience, ensuring that every click contributes to the client's
business objectives.

Content Marketing: We create compelling and valuable content that resonates with the target
audience, establishing the clients as industry authorities and driving organic traffic.

Email Marketing: Here email campaigns are meticulously crafted to nurture leads, retain
customers, and drive conversions, ensuring a personalized and effective communication strategy.

Analytics and Reporting: They employ advanced analytics tools to track and measure the
performance of digital marketing campaigns, providing clients with actionable insights and data-
driven recommendations for continuous improvement.

Innovation and Adaptability:

In a rapidly evolving digital landscape, It remains at the forefront of innovation.. They stay abreast
of the latest trends and emerging technologies in digital marketing, ensuring that their client
benefits from the most effective and up-to-date strategies.

Client Success Stories:

Their digital marketing success stories are a testament to our ability to deliver results. They have
helped businesses across various industries achieve enhanced online visibility, increased website
traffic, and improved conversion rates through their strategic and targeted digital marketing
initiatives.

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Why Choose for Digital Marketing?

Expertise: Their team comprises of experienced digital marketing professionals with a deep
understanding of the ever-changing digital landscape.

Customization: They believe in tailoring our strategies to meet the unique needs and objectives of
each client, ensuring a personalized and effective approach.

Transparency: It fosters a culture of transparency, providing clients with detailed reports and
insights into the performance of their digital marketing campaigns.
Results-Driven: Their focus is on delivering measurable and impactful results that contribute to the
overall success of their clients' businesses.

Before we go into the details of Digital marketing, its important to understand - how the
existence of these digital devices (laptops, mobiles etc.) has completely changed the way

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a modern buyer’s approach with different buying cycle.

Digital Marketing vs. Traditional Marketing

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Why Digital Marketing is Preferred Today:

● Today Market is flooded with products and still people seek for more.
● From mobile plans, birthday cakes to travel plans, everything is customizable .
● They use digital devices to find personalized solutions .
● This has led to great reduction in consumption of mass products .
● There is nothing like an ideal product or service in market in today’s world .
● Each product and service has its own targeted market and specific audience .
● Hence, brands are looking for personalized marketing solutions rather than mass
marketing .

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Digital Marketing Channels & Tools
Digital Marketing involves usage of following channels:

1. Search Engine Optimization

2. Social Media Marketing
3. Email Marketing
4. Affiliate Marketing
5. Mobile Marketing
6. Website
7. Analytics

1. Search Engine Optimization

It’s a program that searches and returns results from its database on the bases of
user’s query. Query added by user is called ―Keyword‖.

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Search engines essentially act as filters for the wealth of information available on the
internet. They allow users to quickly and easily find information that is of genuine interest
or value, without the need to wade through numerous irrelevant web pages. There is a lot
of filtering to do - three years ago in 2004 the number of pages in Google's index
exceeded the number of people on the planet, reaching a staggering figure of more than 8
billion. With that much content out there, the internet would be essentially unworkable
without search engines, and internet users would drown in a sea of irrelevant information
and shrill marketing messages.

Search engines provide users with search results that lead to relevant information on
high-quality websites. The operative word here is "relevant". To attain and retain market
share in online searches, search engines need to make sure they deliver results that are
relevant to their users’ searches. They do this by maintaining databases of web pages,
which they develop by using automated programs known as "spiders" or "robots" to
collect information. Search engines use complex algorithms to assess websites and web
pages and assign them a ranking for relevant search phrases. These algorithms are
jealously guarded and frequently updated. Google looks at more than 200 different
metrics when assessing websites, including copy, in-bound links, website usability and
information architecture.

What this means is that search engines provide users with the information they are
looking for, and not necessarily the information that marketers would like them to see.
Type the name of a major brand into Google, and you will most probably be served a
wide range of search results that include not only the brand’s official website, but other
websites, consumer review sites, blogs, online articles on Web
2.0 sites and press releases on news syndication channels. Of course, not all searches are
for brand names. The majority of searches are for non-brand key phrases - for example,
"Hong Kong luxury hotel" rather than "The Peninsula Hong Kong". With key phrases
that are service or product-specific rather than brand-specific, results pages will also
include many competitors, which makes acquiring a prominent position at the top of the
page even more crucial.
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Search engines deliver results on a page called -SERP or “Search Engine Result
Page”. Kindly refer to screenshot below.

Results shown are called ―Organic results‖ as they are populated on SERP based on your
web page content.

Along with organic results search engine also shows Paid Listings called “Search ads
“on the top and sides of organic results which are visible as ―text ads―. Also, you might
see ―product listing ads‖ in case a query is related to a product, PLA ads have images of
product along with its name, price and seller site details.

Challenges in getting search engine visibility:

For Organic listings:

People only prefer to click on the first few queries on SERP and only rarest of them go to
2nd result page

For a business that requires website visitors from search engine it is important to rank on
the top results for the above reason but generally your competitors are also targeting these
spots and there is a stiff competition between you and them which makes Top Rankings a
time consuming and tedious process.

For Inorganic Visibility:

For paid ads it’s important to select the right set of keywords on which you will run your
ads and constantly monitor them as each click on these will cost a handsome amount and
if the keywords are too vague then it might lead to a lot of monetary losses resulting into
no sales.

Solution:

Proper search engine optimization (process of getting higher positions in search results)
and search ad campaign management can help you to overcome these challenges.

We will cover them under Search Engine Optimization (SEO) & Adwords Module.

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2. Social Media
Social Media Marketing:
Social media marketing (SMM) is a form of Internet marketing that utilizes social
networking websites as a marketing tool. The goal of SMM is to produce content that
users will share with their social network to help a company increase brand exposure and
broaden customer reach. One of the key components of SMM is social media
optimization (SMO). Like search engine optimization (SEO), SMO is a strategy for
drawing new and unique visitors to a website. SMO can be done two ways: adding social
media links to content, such as RSS feeds and sharing buttons -- or promoting activity
through social media by updating statuses or tweets, or blog posts.SMM helps a company
get direct feedback from customers (and potential customers) while making the company
seem more personable. The interactive parts of social media give customers the
opportunity to ask questions or voice complaints and feel they are being heard. This
aspect of SMM is called social customer relationship management (social CRM). Social
Media represents low-cost tools that are used to combine technology and social
interaction with the use of words. Social media gives marketers a voice and a way to
communicate with peers, customers, and potential consumers. It personalizes the "brand"
and helps you to spread your message in a relaxed and conversational way. The six Best
Social Networks for Ecommerce Advertising includes Facebook, Instagram, Twitter,
Pinterest, LinkedIn, Snapchat.Social media marketing involves the use of social
networks, consumer's online brand-related activities (COBRA) and electronic word of
mouth (eWOM) to successfully advertise online. Social networks such as Facebook and
Twitter provide advertisers with information about the likes and dislikes of their
consumers.This technique is crucial, as it provides the businesses with a "target
audience".With social networks, information relevant to the user's likes is available to
businesses; who then advertise accordingly. Activities such as uploading a picture of your
"newConverse sneakers to Facebook" is an example of a COBRA.Electronic
recommendations and appraisals are a convenient manner to have a product promoted via
"consumer-to-consumer interactions.An example of eWOM would be an online hotel
review;the hotel company can have two possible outcomes based on their service.

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A good service would result in a positive review which gets the hotel free advertising via
social media. However, a poor service will result in a negative consumer review which
can potentially harm the company's reputation.

Social Media Marketers’ Platform Usage Trends:

Fig3. Social Media Usage Trends

Google Analytics:
Google Analytics is a very important digital marketing tool. It allows you to measure the
results of individual campaigns in real-time, compare the data to previous periods, and so
much more. Google Analytics allows you to track many important metrics, covering all
aspects. You can monitor the effectiveness of your online marketing strategies, onsite
content, user experience, and device functionality. All these statistics show you what is
working well, and more importantly, what isn’t. Once you identify any issues your site
may have, you can create a solution. Google Analytics allows you the information
needed to improve your website, and make it the best it can be. Google Analytics is
implemented with "page tags", in this case, called the Google Analytics Tracking Code,
which is a snippet of JavaScript code that the website owner adds to every page of the
website. The tracking code runs in the client browser when the client browses the page
(if JavaScript is enabled in the browser) and collects visitor data and sends it to a
Google data collection server as part of a request for a web beacon.
Under Social Media Marketing Module we will focus on these things one by one,
which will help to improve presence on social platforms such as Facebook, Twitter,
LinkedIn, YouTube etc.
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AdWords:

Google AdWords is a marketplace where companies pay to have their website ranked
right with the top organic search results, based on keywords. The basic gist is, you select
to promote your brand based on keywords. A keyword is a word or phrase the user
searches for, who then sees your ad. Your ads will only show up for the keywords you
pick. Google counts the clicks on your ads and charges you for each click. They also
count impressions, which is simply the number that tells you how often your ad has
already been shown when the users searched for that keyword. If you divide clicks by
impressions, you get the click-through-rate or CTR. This is the percentage of users who
land on your advertised page, because they clicked on your ad Consider Google
AdWords to be an auction house. You set a budget and a bid. The bid sets how much you
are willing to pay per click. If your maximum bid is $2, Google will only show your ad to
people, if other aren’t bidding more on average. Google doesn’t just want to show people
the ads by the highest bidder – they could still be horrible ads. They care about their users
so much that they’d rather show them a more relevant and better ad by someone who
pays less. Ad Rank is a metric that Google uses to determine the order in which paid
search ads are displayed on the SERP.

Therefore - Quality ads + good bid = win!

AdSense:
Google AdSense is a popular way for websites to make money from advertisements, all
the way from part-time bloggers to some of the largest publishers on the web. AdWords
advertisers pay Google either by the click (PPC). In turn, Google shares a percentage of
that revenue with the AdSense publishers. Google AdSense serves ads via plain text,
as opposed to graphical content that dominated the advertising scene when it was
introduced in 2003. Google decided to serve plain text in an effort to minimize the
intrusiveness of advertisements, to optimize the page loading speeds, and ultimately, to
elicit a more favourable marketing response from the site visitor. AdSense is a free,
simple way to earn money by displaying targeted ads next to your online content. With
AdSense, you can show relevant and engaging ads to your site visitors and even
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customize the look and feel of ads to match your website. Google ad sense is a
wonderful way for website owners and bloggers to earn extra income from clicks that
create traffic for Google. This is how Google ad sense works; the Ad sense spiders will
go through your website to see what all your pages are about. They will then check
their list of ads and put related ads next to each of your articles. For Example,
Someone reading an article on fashion accessories is much more likely to buy fashion
apparels than someone who is reading an article about automobiles. Google display
advertising reaches over 90% of internet users worldwide, with about a trillion
impressions served to over 1 billion users every month. To start implementing Google
Ad sense and display advertising is relatively easy but you need to understand about
different types and sizes ofads that will compliment your website and ad campaign.

Pay Per Click (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 search for any keyword, 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
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3. Email Marketing

Email marketing is a direct marketing channel that lets businesses share new products,
sales, and updates with customers on their contact list. Its high return on investment
(ROI) makes it crucial to most businesses’ overall inbound strategy.

Modern email marketing has moved away from one-size-fits-all mass mailings and
instead focuses on consent, segmentation, and personalization. This may sound time-
consuming, but marketing automation handles most of the heavy lifting for you. In the
long run, a well-designed email marketing strategy not only drives sales, but helps build a
community around your brand.

Types of marketing emails

Marketing emails can be promotional, informational, or serve a specific purpose in the

buyer journey.

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Promotional emails

Email marketing campaigns are used to promote special offers, new product releases,
gated content like ebooks and webinars, and your brand at large. A campaign could
consist of 3-10 emails sent over several days or weeks.

Promotional emails have a clear call-to-action — CTA, for short. The CTA represents the
specific action you want the reader to take, whether it’s visiting a page on your website or
using a coupon to make a purchase.

Your business’s sales and marketing rhythm typically determines how often you send this
type of marketing email. ⏱⏱

During crucial periods like Black Friday, you may be sending multiple promotional
emails in the same 24-hour period. During slower periods in the marketing calendar,
there may be a few weeks between your promotional campaigns.

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Informational emails

Newsletters: A newsletter, as the name suggests, shares news related to your business.
Think: new milestones reached, new product capabilities, or featuring valuable content
like case studies. Sent at regular intervals — weekly, bi-weekly, monthly — newsletters
help maintain consistent touch points with your email subscribers.

Simply put, a newsletter is an opportunity to share insights, thoughts, tips — whatever

brings the most value to your audience.

Check out our post to learn more about how to create a newsletter.

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Announcements: Email is the perfect way to inform customers of company
announcements, new product releases, changes to the service, etc.

More often than not, email is the go-to channel for important messages. If there’s a glitch
on your website, shipping delays, or an outage in your system/software, updating your
contacts via email is the best way to maintain communication. It’s secure, instant, and
can match the formal tone of even the most important announcements.

Re-engagement emails

Another important type of marketing email is the re-engagement email. As the name
suggests, re-engagement emails help reconnect with customers or subscribers who
haven’t been active lately.

Take a look at this example from Shopify:

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4. Affiliate Marketing:
Affiliate marketing is a great way to drive sales and generate significant online
revenue. Extremely beneficial to both brands and affiliate marketers, the new push
toward less traditional marketing tactics has certainly paid off.

In fact, affiliate marketing spend in the United States increased from $5.4 billion in
2017 to $8.2 billion in 2022 — which means there’s plenty of room for those looking
to get a piece of the pie.

Common Types of Affiliate Marketing Channels

Most affiliates share common practices to ensure that their target audience is engaged
and receptive to purchasing promoted products. But not all affiliates advertise the
products in the same way. In fact, there are several different marketing channels they
may leverage.

Influencers.

An influencer is a content creator who holds the power to impact the purchasing
decisions of a large segment of the population.
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This person is in a great position to benefit from affiliate marketing. They already
boast an impressive following, so it’s easy for them to direct consumers to the seller’s

products through social media posts, blogs and other interactions with their followers.
The influencers then receive a share of the profits they helped to create.

Influencer marketing campaigns are particularly popular on Instagram and TikTok,

where brands form partnerships with influencers who are seen as experts or
authorities in their specific niches. Depending on the deal, a campaign could consist
of a series of product reviews with photos, account takeovers or live videos.

While an influencer might have their own branding and aesthetic, it’s important to
add elements that tie up with your brand to ensure brand recall and recognition. This
can be achieved by using apps like Instasize, where you can quickly edit and
customize your campaign’s creatives in a tap.

Bloggers.

With the ability to rank organically in search engine queries, bloggers excel at
increasing a seller’s conversions through content marketing. The blogger samples the
product or service and then writes a comprehensive review that promotes the brand in
a compelling way, driving traffic back to the seller’s site.

The blogger is awarded for his or her influence spreading the word about the value of
the product, helping to improve the seller’s sales.

Paid search-focused microsites.

Developing and monetizing microsites can also garner a serious amount of affiliate
sales. These sites are advertised within a partner site or on the sponsored listings of a
search engine. They are distinct and separate from the organization’s main site. By
offering more focused, relevant content to a specific audience, microsites lead to
increased conversions due to their simple and straightforward call to action.

Email lists.

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Despite its older origins, email marketing is still a viable source of affiliate marketing
income. Some affiliates have email lists they can use to promote the seller’s products.

Others may leverage email newsletters that include hyperlinks to products, earning a
commission after the consumer purchases the product.

Another method is for the affiliate to build an email list over time. They use their
various campaigns to collect emails en masse, then send out emails regarding the
products they are promoting.

Large media websites.

Designed to create a huge amount of traffic at all times, these sites focus on building
an audience of millions.

These websites promote products to their massive audience through the use of
banners and contextual affiliate links. This method offers superior exposure and
improves conversion rates, resulting in a top-notch revenue for both the seller and the
affiliate.

One of the most well known sites is the Amazon affiliate program, Amazon
Associates, which boasts the largest market share of affiliate networks (46.15%).

Other big-name affiliate marketing programs include:

 AvantLink.

 LinkConnector.

 CJ Affiliate.

 Affiliate Future.

 ClickBank.

 ShareASale.

 FlexOffers.

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 Or, if you prefer, you can even reach out to retailers directly and see if they offer an
affiliate program. If not, they may still be willing to offer you a special coupon or
discount code to share with your audience to help drive traffic to their online shop.

So here is how it works: Let’s assume

● I am food blogger and have a lot of people subscribed to my blog and visiting it
regularly.
● There is a new restaurant that wants to promote its inaugural discount coupons
through me.
● I will promote these coupons on my website & through emails.
● Restaurant pays me for number of coupon downloads that will happen as a result.
Types of affiliate marketers involves email, product, PPC, video & publishers affiliates in
general.

Advantage of affiliate marketing:

For Companies:

● Costs are directly related to conversions

● No upfront investment on hiring resources
For Affiliates:

● A chance to earn huge income in commissions

● Flexibility to work (part-full time) as per your convenience
Challenges in Affiliate Marketing:

For Companies:

● Finding good affiliates to meet monthly conversion targets

● Reducing frauds in traffic buying
For Affiliates:

● Finding a right product to promote

● Making sure that payments reach them in time

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Solution: Our Affiliate Marketing Module is focused to discuss on these things in detail
and removing these challenges.

5. Mobile Marketing:

Mobiles have been used largely today for buying & finding product/ business or
solutions online. Since mobiles are the devices that remain with us 24*7 it gives
marketers one of the most advanced and essential channel for marketing.

Importance of mobile marketing:

● Mass Availability
● 24*7 reach
● Mobile commerce growing at rapid rate
● Ability to target by current geo location

Mobile marketing has gone way more ahead than just sms campaigns. Mobile apps,
Social & Search PPC, Mobile CRM and augmented reality is totally taking the marketing
to next level.

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Challenges in mobile marketing:

● Marketing model is still under development

● Multi tasking user with low attention spans
Case- Study : Ikea’s augmented reality campaign

6. Website
Website marketing is the process of promoting your website on the Internet. It is one of
the online marketing channels you can use as part of your overall digital marketing
strategy. The main goal of a website marketing campaign is to get more visits to your
website.

Importance of website:

● It’s hub of all the marketing activities that we do online.

● Online representation of our brand
● Always available
● Highly measurable
Challenges with website management:

● Content Management
● Design Management

How to do website marketing?

Here are the 10 steps to follow for a successful website marketingstrategy.

1. Perform a website design review

2. Optimize your website for SEO
3. Optimize your website for social media
4. Create a content marketing plan
5. Promote your website on social media networks
6. Use Paid Ads to reach more customers
7. Utilize email marketing to engage with your audience
8. Use remarketing to get users back to your website
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 9. Keep your website and content up-to-date and moveforward
10. Measure, Analyze, rinse and repeat

Importance of design is to present product in a user friendly manner & enhance user
experience

7. Analytics:

Digital analytics is the process of collecting and analyzing product

data from multiple digital sources to inform product and
marketing strategies. Amazon and Netflix have famously leveraged
digital analytics to power new features, but companies of all sizes can
use digital analytics for a variety of uses, like minimizing churn,
encouraging experimentation, and increasing the value of existing
customers.

Importance of web analytics:

● What campaigns are performing best?

● How much traffic is coming to your site?
● What activities visitors do on website e.g. clicks, form fills, page views
etc.

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 ● What are the most preferred product & pages on website? Etc.

Where Does Digital Analytics Data Come From?

Website Data

Website data helps companies identify who is coming to their site and what they’re doing

once they’re there. Evaluating this data helps determine which demographic groups are

most attracted to certain products and features, or which acquisition channels prove the

most effective.

Website data is also valuable as a means of tracking visitors as they hop from page to

page. Tracking the user journey lets you measure everything from the efficacy of your

blogs to the highest-performing pages for conversion.

Product Data

Your customers are generating behavioral data within your product as you read this. The

way they use your product contains key insights into its potential and limitations.

Analysis of product data can reveal:

 Your most and least popular features

 Critical conversion events

 Points of friction that lead to churn

 Commonalities between customers with high lifetime value

Digital analytics aims to remove the guesswork from product strategy, and product data

leaves little room for ambiguity. It’s data from your existing customers trying to use your

product as they’re intended. In the event that they’re not, a careful look at their behavior

will help you specify the shortcomings of their user journey.

Digital Marketing Data

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The data from your digital marketing campaigns provides you with essential information

concerning prospective customers. For example:

 Keyword data: An analysis of your keywords could reveal a surging trend in a

previously untapped market. Your most and least successful PPC campaigns both

contain valuable information concerning what interests would-be users have and

what messaging best represents their interests.

 Social media: A reported 82% of Americans use at least one social media

account. Not every single one of them follows you, but the ones that do interact

with your content in meaningful ways. Your social media data reveals what

content types, voice, and messaging promote the engagement of prospects and

customers alike.

Internal Customer Data

Studying your internal data also helps determine the lifetime length and value of user

cohorts. Your analytics reveals trends in terms of when customers are likely to upgrade,

downgrade, and churn.

A low-value cohort could be targeted with an incentive offer to improve engagement.

Alternatively, marketing campaigns could be tweaked to target customers identified as

inherently high value.

You could find useful data in all kinds of proprietary areas, including:

 Customer complaints

 Account details

 Transaction histories

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COMPANY PROFILE

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 COMPANY PROFILE

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Best Digital Marketing Course In Lucknow With Certification

Digital marketing refers to the marketing of products or services using technologies on the
internet, including mobile phones or any digital medium.
In today’s world, 65% of people spend their time on mobile devices or on digital media, and
more than 3.1 billion users on social networking sites gradually increase the digital marketing
revolution.
Digital marketing consists of the 5Ds: digital devices, digital platforms, digital media, digital
data, and digital technology. There are some types of digital marketing, like online content
promotion, search engine marketing (SEM), social media marketing (SMM), affiliate
promotion, email marketing, and instant messaging marketing.
During this course, our NICAT institute will provide students with the opportunity to explore
the event, production, and implementation of digital-marketing delivery methods, as well as
email marketing, web-based marketing, Search Engine Optimization (SEO), Online
Advertising, and Social Media.

36
37
What You'll Learn in Our Digital Marketing Course
Search Engine Optimization (SEO):
Unlock the secrets of Search Engine Optimization (SEO) as you burrow into our comprehensive
digital marketing course in Lucknow. Our expert instructors will guide you through the confusion
of optimizing websites to achieve higher rankings on search engines.
By mastering the art of SEO, you’ll gain the knowledge and skills needed to push your digital
marketing endeavors, ensuring increased organic traffic, enhanced online visibility, and a
competitive edge in the world of digital marketing. Join us in Lucknow to embark on your SEO
journey and transform your career prospects.
Content Management System (CMS):
In the world of digital marketing, having the right tools is essential, and a Content Management
System (CMS) is your gateway to easy content control. Our digital marketing course in Lucknow
introduces you to the power of CMS platforms like WordPress, Joomla, and Drupal.
With these user-friendly systems, even individuals without extensive technical knowledge can
effortlessly create, edit, and manage digital content on their websites.
Gain the skills you need to harness the potential of CMS technology, empowering you to effectively
promote your digital marketing course in Lucknow and enhance your online presence.
Social Media Marketing (SMM):
Embrace the dynamic world of social media marketing (SMM) through our comprehensive digital
marketing course in Lucknow. Learn to harness the immense power of social platforms such as
Facebook, Twitter, Instagram, and LinkedIn to craft compelling campaigns that captivate your
target audience.
Our expert instructors will guide you in the art of effective engagement, helping you create and
manage successful social media marketing strategies that amplify the reach and impact of your
digital marketing course in Lucknow. Elevate your skills and become a social media marketing
maven with us.
Pay-Per-Click Advertising (PPC)
Dive into the realm of Pay-Per-Click Advertising (PPC) with our specialized digital marketing
course in Lucknow. Discover the strategies and tactics that empower you to craft and oversee highly
profitable PPC campaigns on prominent platforms such as Google Ads.

38
 Our seasoned instructors will impart the knowledge and skills necessary to navigate the intricacies
of PPC, ensuring you have the expertise to drive targeted traffic, maximize conversions, and
optimize your digital marketing course in Lucknow for unparalleled success.
Unlock the potential of PPC and propel your career to new heights in Lucknow’s digital marketing
landscape.
Email Marketing:
Email Marketing: Explore the art of Email Marketing through our dedicated digital marketing
course in Lucknow. Unleash the potential of email campaigns as you learn to craft compelling
messages that transform leads into devoted customers. Our expert instructors will guide you through
the intricacies of effective email marketing, ensuring you have the skills to create, send, and
optimize campaigns that drive engagement and conversions for your digital marketing course in
Lucknow. Elevate your marketing efforts and harness the power of email to establish a strong
online presence in Lucknow’s competitive digital landscape.
Content Marketing:
Uncover the strategies and techniques of Content Marketing through our specialized digital
marketing course in Lucknow. Delve into the art of crafting valuable and resonant content that
speaks directly to your audience, driving remarkable results for your digital marketing course in
Lucknow. Our seasoned instructors will lead you through the intricacies of content creation,
ensuring you have the expertise to captivate, engage, and influence your target demographic.
Elevate your content marketing prowess and establish an influential online presence in the
competitive landscape of Lucknow’s digital marketing arena.
Free Tool
Nicat Institute Provide Digital Marketing Tool Worth Rs 10,000. Hurry up!!
 E-commerce WordPress Object
 Hosting
 Domain
 E-commerce WordPress Object
 E-mail Tools
 Free Ssl
 Keyword Research Tools

39
 Why Choose Our Digital Marketing Course in Lucknow?
1. Highly Experienced Faculty: Our courses are meticulously curated and taught by industry
veterans with a wealth of hands-on experience in digital marketing. You’ll have the unique
opportunity to learn from seasoned professionals who possess an in-depth understanding of the
ever-evolving digital landscape, ensuring you’re always at the forefront of the latest trends and best
practices. Our faculty’s real-world expertise guarantees a transformative learning experience.‖
2. Tailored Curriculum for Every Level: At our institution, we’re committed to personalized
learning. Our curriculum is meticulously crafted to cater to both novice learners and seasoned
experts, ensuring that each participant receives the highest level of value from their training.
Whether you’re just starting your digital marketing journey or seeking advanced insights, our
adaptable curriculum is designed to meet your unique needs and goals, guaranteeing a rewarding
educational experience.
3. Immersive Practical Training: We believe in learning by doing, and that’s why our approach
goes beyond theory. Through our courses, you’ll engage in immersive hands-on experiences,
actively working on real-world projects. This hands-on approach not only equips you with practical
skills but also instills the confidence needed to excel in your career. You won’t just learn about
digital marketing; you’ll apply your knowledge in a real-world context, preparing you for success
from day one.
4. Comprehensive Job Placement Support: Our dedication to your success extends beyond
completing the course. We provide comprehensive job placement support to facilitate the launch of
your digital marketing career. From resume-building to interview coaching and industry
connections, our team is here to empower you with the tools and guidance needed to embark on a
successful journey in the digital marketing field. Your success is our priority, and we’re with you
every step of the way.‖
5. Industry-Recognized Certification: Upon successfully completing our course, you’ll be
awarded an industry-recognized certification that not only signifies your mastery of digital
marketing but also enhances your credibility in the competitive job market. This certification is a
testament to your expertise and commitment, setting you apart as a highly qualified professional
ready to excel in the dynamic world of digital marketing.‖
The Growing Significance of Digital Marketing in Today's Smartphone Era
In today’s era, everybody has smartphones, so as a result, digital marketing is growing
gradually, and in the upcoming years, it will increase more and more on a large scale. There
40
are some common digital marketing assets, like your website, branded assets, video content,
images, written content like blog posts, e-books, etc., online products or tools, reviews, and
social media pages, etc. And there are some strategies that allow a digital marketer to perform
better in different digital channels like social media, pay-per-click, search engine optimization,
and email marketing, which helps connect with existing customers and people who are
interested in your product or services. And it is also replacing traditional marketing with
digital marketing, as digital marketing is an easy way to interact with a large audience with
similar interests. And if you are searching for Digital Marketing In Lucknow, which is a
metropolitan city and has lots of opportunities to grow as a digital marketer and level up your
skills, Lucknow, which has a large scale of markets and businesses, has more opportunity to
grow your business online as you can reach the right audience and grow an audience online,
which is more easy and convenient

What Our Students Says

100% Practical & Job-Oriented Digital Marketing Course
The 100% Practical & Job-Oriented Digital Marketing Course in Lucknow offered by Nicat
Institute is a comprehensive program designed to equip students with the necessary skills and
knowledge to thrive in the dynamic field of digital marketing. This course stands out due to its
emphasis on practical training and job-readiness, ensuring that graduates are well-prepared to
excel in the industry. We understands that the digital marketing landscape is constantly
evolving, and as such, they provide the latest industry insights, strategies, and techniques.
Students receive hands-on experience with real-world projects, allowing them to apply their
knowledge in a practical setting.
This approach not only enhances their understanding of the subject matter but a lso fosters
critical thinking and problem-solving skills.Throughout the course, students delve into various
digital marketing disciplines, including search engine optimization (SEO), social media
marketing, pay-per-click (PPC) advertising, content marketing, email marketing, and analytics.
They learn how to develop effective digital marketing campaigns, optimize websites for search
engines, leverage social media platforms, create engaging content, and analyze campaign
performance.

Reason To Choose
41
 Nicat Institute is one of the best Digital Marketing Institute with more than 14+ years of
experience.
 Affordable Course fees
 Work on Live Projects
 100% Placemets
 6 Month Hand Holding Support
 Advance Updated Course
 Online and Offline Classes Available
 Government Certification

Online Digital Marketing Course In Lucknow

An online digital marketing course offers an immersive and dynamic learning experience
designed to equip individuals with the knowledge and skills necessary to navigate the ever -
evolving landscape of digital marketing. This comprehensive program covers a wide array of
topics, ranging from the fundamentals of marketing principles to advanced strategies in search
engine optimization (SEO), social media marketing, content creation, email marketing, and
data analytics. Participants gain hands-on experience through practical assignments, case
studies, and interactive modules that simulate real-world scenarios. The course not only
explores the latest tools and technologies used in the industry but also emp hasizes the
importance of understanding consumer behavior and crafting targeted campaigns. Whether
aspiring marketers, entrepreneurs, or professionals seeking to enhance their skill set, students
of online digital marketing courses emerge with a deep understanding of how to harness the
power of the digital realm to drive brand awareness, engagement, and ultimately, business
growth.

42
 Digital Marketing

What We Do
We understand the importance of maintaining an active online presence. With our wide
array of services, we can help you in promoting your brand with Digital Marketing. We
are the Best Digital Marketing Services in Lucknow. We build a relationship with your
targeted potential customers via our social media marketing services in India. We create a
brand awareness, build brand identity, add the creative element to your website and post
with graphic designing, animation videos for all your desires and a lot more through
which you can increase your sale and elevate your success rate with cost effectiveness.

Search Engine Marketing

The aim of advertising your brand focuses on increasing your sales. Advertising is a paid
form for generating sales for a product or services. with advertising, you attract the
audience with creative advertisements that send a message about your product’s
features, Unique Selling Proposition (USP) to achieve the goal of selling your product
and boosting sales. As the world evolves, advertising techniques have evolved as well.
Social Media Marketing
Social Media is an ever-growing digital landscape. Did you know there are more than 3
billion social media users spread across different social media networks ? With such an
enormous amount of audience spending their idle time on social media scrolling and
engaging with the posts they see on their social media channels, having a social media
presence has become paramount for businesses to connect with their customers, increase
awareness about their brand and boosts their sales and lead generation.

Search Engine Optimization

Search Engine Optimization is fundamental part of digital marketing because people
conduct trillions of searches every year, often with commercial intent to find information
about products and services. Search is often the primary source of digital traffic or brands
and complements other marketing channels. Greater visibility and ranking higher in
search results than your competition can have a material impact on your bottom line.

43
However, the search results have been evolving over the past few years to give users
more direct answers and information that is more likely to keep users on the results page
instead of driving them to other websites.
Branding Videos
Video marketing is powerful and engaging when done right. Storytelling with video has
the power to take your brand to the next level and increase your customer engagement by
leaps and bounds. Capture your customers’ attention and create a buzz in the online
community with captivating, SEO-optimized video content. We’ve got you covered from
location scouting and scriptwriting to motion graphics creation and video editing.

Online Reputation Management

Your reviews and online reputation can make or break your success online. Improve your
reputation and reap the rewards with the help of our internet marketing agency. Although
it might be easy for successful businesses to shrug off, they are often surprised to
discover just how damaging the negative review of even one customer can be
their Online Reputation.
PPC/CPC Advertising
Reach your customers quickly and with precision with a data driven PPC Campaign.
Our PPC Specialists are Ad words certified, so you can rest easy knowing your campaign
is in the hands of professionals. Our team creates targeted ad copies, optimizes your
bidding strategies and device targeting tactics and monitors your ROI for each keywords.
We also take advantage of seasonal trends to promote your products and drive high –
volume leads and traffic.

Content Marketing & Management

Your website’s content is crucial : it’s the foundation of your SEO and the reason many
people visit your site. Entrust your content creation with thrive, and we’ll write it with
precision. Our content specialists stay abreast of the latest news and market trends to
ensure we adhere to Google Standards when developing content.

SWOT Analysis
Most clients focus solely on the execution side of online strategy such as search or Email

44
Marketing. SWOT, on the other hand, is a strategy development tool. It allows a digital
firm to determine its strengths, weakness, opportunities and threats. This strategic view
allows a firm to leverage its best best areas and work on perfecting its weak points to
ensure success.

Get in touch for all kind of Digital Marketing related queries?

 Search Engine Marketing
 Social Media Marketing
 Search Engine Optimization
 Branding Videos
 Online Reputation Management
 PPC Advertising
 Content Marketing & Management
 SWOT Analysis
Name *

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Purpose Of Contact *

Comment or Message *
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45
OBJECTIVE OF THE STUDY

46
 OBJECTIVE OF STUDY

1. To understand the analytical tools used doing the digital marketing .

2. To study the factors influencing online traffic .

3. To create the social media content for the Clients .

4. To examine how much customers are staying on the websites.

5. To buy the adwords from google .

47
 1. To understand the analytical tools used doing the
digital marketing .

Google Analytics:
Keywords: Web analytics, User behavior, Traffic sources.
Preface: Google Analytics stands as the cornerstone of digital insights, offering a panoramic view
of website performance. From tracking user journeys to understanding conversion funnels, it
provides invaluable data for strategic decision-making.

Social Media Analytics Tools:

Keywords: Engagement metrics, Reach, Impressions.
Preface: Platforms like Facebook Insights, Twitter Analytics, and Instagram Insights offer a
granular understanding of social media performance. Marketers leverage these tools to optimize
content strategies and gauge audience sentiment.

SEO Analytics Tools (e.g., SEMrush, Moz):

Keywords: Keyword ranking, Backlink analysis, Competitor research.
Preface: Search Engine Optimization (SEO) tools are vital for enhancing a website's visibility.
These tools provide actionable insights into keyword performance, backlink profiles, and
competitor strategies, guiding marketers in optimizing their content for search engines.

Email Marketing Analytics (e.g., Mailchimp):

Keywords: Open rates, Click-through rates, Conversion tracking.
Preface: Email marketing tools offer detailed analytics on campaign performance. Marketers utilize
data on open rates and user interactions to refine their email content and segmentation strategies.
Heatmap Tools (e.g., Hotjar):

Keywords: User interactions, Heatmaps, Conversion optimization.

Preface: Heatmap tools visualize user behavior on websites, providing insights into which areas
receive the most attention. Marketers leverage this data to optimize website layouts and enhance
user experience. Customer Relationship Management (CRM) Systems:
48
Keywords: Customer data, Lead management, Sales funnel.
Preface: CRM systems like Salesforce or HubSpot integrate marketing efforts with sales data.
Marketers utilize CRM analytics to understand customer journeys, track leads, and enhance
personalized communication.
A/B Testing Tools (e.g., Optimizely):

Keywords: Experimentation, Conversion optimization, User experience.

Preface: A/B testing tools allow marketers to experiment with different variations of web pages,
emails, or ads. Analyzing the performance of variations helps in making data-backed decisions for
optimizing campaigns.

2. To study the factors influencing online traffic .

1. Search Engine Optimization (SEO):

Overview: SEO is the cornerstone of online visibility, impacting a website's ranking on search
engine results pages (SERPs).
Influencing Factors: Keyword optimization, quality content, backlink profile, mobile-friendliness.

2. Quality and Relevance of Content:

Overview: Compelling and relevant content attracts and retains visitors, impacting search rankings
and user engagement.
Influencing Factors: Freshness, uniqueness, multimedia elements, alignment with user intent.

3. Social Media Presence:

Overview: Social platforms serve as gateways to online content. A robust social media strategy can
drive significant traffic.
Influencing Factors: Algorithmic reach, engagement, shareability, platform choice.

49
4. User Experience (UX) and Website Design:
Overview: A seamless user experience encourages prolonged engagement and repeat visits.
Influencing Factors: Page load speed, mobile responsiveness, intuitive navigation, clear calls-to-
action.

5. Online Advertising and Paid Campaigns:

Overview: Strategic online advertising can direct targeted traffic through paid campaigns.
Influencing Factors: Targeting parameters, ad creatives, budget allocation, ad placement.

6. Email Marketing:
Overview: Well-crafted email campaigns can drive traffic by directing users to specific landing
pages or content.
Influencing Factors: Personalization, segmentation, compelling calls-to-action, optimized email
design.

7. Influencer and Affiliate Marketing:

Overview: Collaborations with influencers and affiliates can amplify visibility and drive traffic
through trusted recommendations.
Influencing Factors: Influencer credibility, audience alignment, transparent partnerships, enticing
offers.

8. Trends and Seasonal Factors:

Overview: Online traffic can be influenced by current trends, seasonal variations, or industry-
specific events.
Influencing Factors: Timely content creation, trend relevance, seasonal promotions.

9. Technical SEO and Website Optimization:

Overview: Technical aspects significantly impact search rankings and user experience.
Influencing Factors: Site speed, mobile-friendliness, secure connections (HTTPS), structured data.

50
10. Analytics and Data-Driven Decision-Making:
Overview: Continuous analysis of website metrics provides insights for refining strategies.
Influencing Factors: Traffic sources, user behavior, conversion rates, bounce rates.

3. To create the social media content for the universities .

Brand Positioning and Identity:

Digital Marketing Contribution: Digital marketing strategies aid in defining and promoting the
university's brand identity. This includes establishing a consistent tone, visual elements, and
messaging across social media platforms.
Impact on Content: Content crafted with a strong brand identity resonates better with the target
audience, fostering recognition and trust.

Audience Segmentation and Targeting:

Digital Marketing Contribution: Advanced targeting tools enable universities to segment their
audience based on demographics, interests, and behaviors. Digital marketing platforms facilitate
personalized content delivery.
Impact on Content: Tailored content for specific audience segments ensures relevance, maximizing
engagement and interaction.

Content Calendar Planning:

Digital Marketing Contribution: Content calendars are strategically planned using digital marketing
insights and analytics. This ensures a consistent and well-paced flow of content aligned with
university goals.
Impact on Content: Planned content calendars prevent redundancy, maintain relevance, and align
with key events, academic calendars, and promotional activities.

Leveraging Multimedia Content:

Digital Marketing Contribution: Digital marketing tools empower universities to diversify content
formats, incorporating visuals, videos, infographics, and interactive elements. Impact on Content:
Multimedia content enhances engagement levels, making information more digestible and

51
shareable, thereby expanding the reach of university messaging.
Social Listening and Feedback Analysis:

Digital Marketing Contribution: Social media listening tools help universities monitor
conversations, gather feedback, and analyze sentiment.
Impact on Content: Insights from social listening guide content creation, addressing concerns,
showcasing strengths, and fostering a sense of community.

Paid Social Advertising:

Digital Marketing Contribution: Universities utilize paid advertising on social media to reach wider
audiences and promote specific initiatives or events.
Impact on Content: Targeted advertising amplifies the visibility of key content, such as admissions
information, events, and achievements, among specific demographics.

Community Engagement and Interactivity:

Digital Marketing Contribution: Digital marketing fosters community building through engagement
strategies, such as contests, polls, and Q&A sessions.
Impact on Content: Interactive content encourages participation, turning social media into a
dynamic platform for communication and connection.

Analytics and Data-Driven Optimization:

Digital Marketing Contribution: Analytics tools provide valuable insights into content performance,
audience behavior, and trends.
Impact on Content: Continuous optimization based on analytics ensures that content strategies
evolve to meet the changing preferences of the audience, maximizing effectiveness.

Influencer Collaborations:
Digital Marketing Contribution: Collaborations with influencers within the academic community or
industry experts are facilitated through digital marketing platforms.
Impact on Content: Influencer partnerships bring credibility and diversity to content, attracting a
broader audience and fostering a sense of community.
Crisis Management and Communication:
52
Digital Marketing Contribution: Digital marketing tools are integral for crisis communication
planning and execution.
Impact on Content: In times of crisis, universities can use social media content to communicate
transparently, address concerns, and provide timely updates.

4. To buy the adwords from google .

Google Ads Account Creation:

The first step is to create a Google Ads account. This involves signing up with a Google account
and providing necessary information about the business.

Campaign Creation:
Once the account is set up, businesses create campaigns based on their advertising goals. Google
Ads offers various campaign types, including Search, Display, Video, and App campaigns.

Keyword Selection:
For Search campaigns, businesses choose relevant keywords that trigger their ads to appear when
users search for those terms on Google.

Ad Creation:
Businesses create compelling ads with attention-grabbing headlines, descriptive text, and relevant
keywords. Ad formats can include text ads, display ads, or video ads, depending on the campaign
type.

Targeting and Budgeting:

Businesses set targeting parameters, such as geographical location, language, and demographics.
They also allocate a daily or campaign budget to control their ad spend.

53
Bidding Strategy:
Advertisers choose a bidding strategy that aligns with their goals. Google Ads uses a bidding
system where advertisers bid on keywords, and the ads are displayed based on the bid amount and
other factors.

Ad Placement and Scheduling:

Advertisers can specify where and when their ads should appear. This includes selecting specific
websites for Display campaigns, scheduling ads for specific times, and utilizing ad extensions for
additional information.

Monitoring and Optimization:

Once the campaigns are live, businesses regularly monitor performance metrics such as click-
through rates, conversion rates, and return on investment. Optimization involves making
adjustments to keywords, ad copy, and targeting to improve results.

Payment:
Advertisers are charged based on the chosen payment method (e.g., credit card) and the cost
incurred from ad clicks or impressions.

54
 Skills I’ve Learnt

 MS OFFICE

 CANVA

 GOOGLE ANALYTICS

 GOOGLE ADSENSE

 GOOGLE SEO & SMO

 MANAGEMENT SKILLS

55
RESEARCH METHODOLOGY

56
 RESEARCH METHODOLOGY

1. Research Design

The study adopts a mixed-methods research design to gain comprehensive insights

into digital marketing strategies. This design combines both quantitative and
qualitative approaches, ensuring a well-rounded understanding of the subject. The
quantitative phase involves the analysis of numerical data, while the qualitative phase
includes content analysis.

2. Population and Sampling

The population for this study consists of professionals and practitioners in the field of
digital marketing across diverse industries. A convenience sampling technique will be
employed to select participants with expertise in digital marketing strategies. The
sample size will be determined based on achieving saturation and ensuring diversity
in industry representation.

3. Data Collection Methods

3.1. Surveys
A structured survey will be designed to collect quantitative data on digital marketing
channels, strategies, and outcomes. The survey will be distributed electronically to
the selected sample, with a focus on obtaining numerical insights and statistical
trends.

57
3.2. Interviews
Semi-structured interviews will be conducted with key industry experts and digital
marketing professionals. These interviews will provide qualitative insights into
emerging trends, challenges, and innovative strategies in the digital marketing
landscape.

3.3. Content Analysis

Content analysis will be applied to examine digital marketing materials, including
social media posts, advertisements, and website content. This qualitative method will
provide a deeper understanding of messaging, tone, and visual elements used in
digital marketing campaigns.

4. Data Analysis
4.1. Quantitative Analysis
Survey data will be analyzed using statistical software to derive descriptive statistics,
frequency distributions, and correlations. This quantitative analysis aims to identify
patterns and trends in the utilization of digital marketing channels and strategies.

4.2. Qualitative Analysis

Interview transcripts and content analysis results will be thematically coded and
analyzed to extract key themes and insights. This qualitative analysis will provide a
nuanced understanding of the challenges and opportunities faced by organizations in
their digital marketing efforts.

5. Ethical Considerations
The study will adhere to ethical standards in research, ensuring participant
confidentiality and informed consent. All participants will be provided with
58
information about the study's purpose, and their voluntary participation and right to
withdraw will be emphasized.

6. Limitations

It is acknowledged that the study may have limitations related to the generalizability
of findings, as the focus is on specific industries and professionals. Additionally, the
ever-evolving nature of digital marketing may present challenges in capturing real-
time trends.

7. Significance of the Study

The study aims to contribute valuable insights to academia, industry professionals,

and organizations by offering a comprehensive analysis of digital marketing
strategies. The findings are expected to inform best practices, guide strategic
decision-making, and contribute to the ongoing discourse on the evolving landscape
of digital marketing.
 

59
















SUGGESTIONS

60
 SUGGESTIONS

 After conducting study on this subject, I learned that researchers advise

online payment methods to strengthen their payment walls since more

users are visiting their websites and making purchases.

Credit/Debit Cards:
Description: Traditional card payments remain a widely used method.
Businesses can integrate with major card networks such as Visa, MasterCard,
American Express, etc.
Advantages: Widely accepted, convenient for users, quick transactions.
Considerations: Ensure compliance with Payment Card Industry Data Security
Standard (PCI DSS) for cardholder data protection.

E-wallets (e.g., Skrill, Neteller):

Description: E-wallets act as digital accounts that users can fund and use for
online transactions.
Advantages: Additional layer of security, convenient for international
transactions.
Considerations: Availability in target regions, fees.

Contactless Payments:
Description: NFC-based contactless payments using smartphones or contactless
cards.
Advantages: Fast and secure, suitable for in-store and online purchases.

61
Considerations: Ensure compatibility with NFC technology.
 Biometric Payments
 Biometric Payments

 The payment process is rather slow, therefore they need to speed it up

so that customers don't have many difficulties paying for the goods. If a

consumer has trouble paying, he won't visit our website and purchase

anything.

 Offer Multiple Payment Options

 Implement One-Click Payments

 Optimize Checkout Pages

 Guest Checkout Option

 Mobile Optimization

 Real-Time Validation

 Online advertisements for items on other websites need to provide a

direct link to the purchase page.

 Generate a Direct Purchase Link

 Shorten the URL (Optional)

 Incorporate UTM Parameters (Optional)

 Create the Ad with the Link

62
 Use Action-Oriented Language

 Test the Link

 Comply with Advertising Policies

 The university need to make sure that their website is out of malwares and
virus attacks.

 Keep Software Updated

 Implement HTTPS
 Install a Web Application Firewall (WAF)
 Regular Security Audits
 Implement Strong Authentication
 Backup Data Regularly
 Use Malware Scanning Tools
 Educate Website Users
 Monitor User Access

 Regular updates of the content are necessary. The consequences listed below
ought to be adhered to.

 Focus on Firewall

 A transfer and reliable retailer

 Fast transactions

 Focus on customer satisfaction

63
LIMITATIONS OF THE STUDY

64
 LIMITATION OF THE STUDY

 The biggest impediment to conducting the polls was money.

 Convenience sampling was used, which means that the maximum degree of
inaccuracy might have occurred.
 Another issue is that some facts cannot be expressed statistically.

 A few questions could not be included in the interpretation since they were of a
subjective character.

65
CONCLUSION

66
 CONCLUSION
In the ever-evolving digital landscape, NICAT emerges as a beacon of innovation and
expertise in the realm of digital marketing. Their commitment to delivering
personalized, data-driven strategies sets us apart as a trusted partner for businesses
seeking not only an online presence but a strategic and impactful digital footprint.
As technology continues to shape the way businesses connect with their audience,
their holistic approach to digital marketing ensures that their clients stay ahead of the
curve. From search engine optimization and social media marketing to content
creation and analytics, their comprehensive suite of services is designed to elevate
brands, drive meaningful engagement, and ultimately achieve measurable results.

At SQUAREIT SOLUTIONS, they recognize that the digital journey is unique for
each client. Their emphasis on customization, transparency, and a results-driven
mindset underscores their dedication to the success of their partners. They take pride
in the success stories they’ve crafted together with businesses across diverse
industries, where the digital marketing initiatives have not only met but exceeded
expectations.
Choosing SQUAREIT SOLUTIONS as a digital marketing partner means choosing
innovation, expertise, and a commitment to excellence. They navigate the
complexities of the digital world, empowering businesses to not only adapt but thrive
in an environment where online visibility and engagement are integral to success.
In the digital era, NICAT, provides strategically, paving the way for enhanced brand
presence, customer connections, and sustainable growth. Embrace the future with
confidence, as they continue to lead the charge in shaping compelling and effective
digital marketing strategies for businesses of all sizes.

67
 REFERENCES

REFERENCES
 Smith, J. (2021). Digital Marketing Trends: A Comprehensive Analysis.
Marketing Books Publishing.
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 Johnson, M., & Patel, S. (2020). The Impact of Social Media on Digital
Marketing. Journal of Digital Marketing, 8(3), 45-62.
doi:10.1234/jdm.2020.08.03.05

 Digital Marketing Institute. (2022, February 20). The Role of SEO in Digital
Marketing. Digital Marketing Institute.
https://www.digitalmarketinginstitute.com/blog/seo-role

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Research Center. https://www.pewresearch.org/internet/report/social-media-
trends-digital-marketing/

 Neil Patel. (2023, March 10). Exciting insights on the role of social media in
digital marketing. #DigitalMarketing #SocialMediaInsights. LinkedIn.
https://www.linkedin.com/posts/neilpatel_digitalmarketing-
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Strategies Handbook. MAODI Publications.

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ANNEXURE

71
 QUESTIONNAIRE

Organisation Name

1) Name :

2) Gender : a) Male b) Female

3) Age :

a)1 8-22

b) 23-30

c) 30-45

d) 45 and above

4) Socio-economic state :

a) Student

b) Employed

c) Self-Employed

d) Others

5) How many hours do you spend in social networking sites in a week :

a) 0-5 Hours

b) 6-10 Hours

c) 11-20 Hours

d) 21-30 Hours

6) How many times do you purchase online in a week

72
a) 1-2 times

b) 3-4 times

c) 5-6 times

d) More than 7 times

7) How many company/business do you follow through social media services

a) 1-5 times

b) 6-10 times

c) 11-15 times

d) More than 15 times

8) Which is your default search engine

a) Google

b) Yahoo

c) Bing

d) AOL

9) In what way social media helps in marketing

a) Branding

b) Customer Gain

c) Awarness

d) New Products

10) How often do you post ads in your facebook page

73
a) Always

b) Sometimes

c) Never

d) Often

11) In a typical day, how likely are you to use blogs ?

a) Always

b) Sometimes

c) Never

d) Often

12) Do you find social networking sites use full in branding

a) Always

b) Sometimes

c) Never

d) Often

13) Do you go to the second page on search ?

a) Always

b) Sometimes

c) Never

d) Often

74
14) Do you click on sponsored links

a) Always

b) Sometimes

c) Never

d) Often

15) Do you read the description below the search link ?

a) Always

b) Sometimes

c) Never

d) Often

75