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  1. 1. 1 | P a g e A INDUSTRIAL TRAINING REPORT On “DIGITAL MARKETING” Submitted in partial fulfillment for the award of degree of Bachelor of Technology By ASHISH JANGID 18EJCEC026 Department Of Electronics & Communication Engineering Jaipur Engineering College & Research Centre Jaipur, Rajasthan 2020-21 SUBMITTED TO: PRAVIN SHARMA SUBMITTED BY: ASHISH JANGID ( IT Coordinator, ECE ) REGISTRATION NO.18EJCEC026
  2. 2. 2 | P a g e ACKNOWLEDGEMENT I am greatful to Google Digital Garage for giving me opportunity to carry out the training cum internship program. I would like to also thank my institute , Jaipur Engineering College and Resarch Centre, Jaipur for giving permission and necessary administrative support to take up the training work at Google Digital Garage. I would also like to thank our mentorMr. PRAVIN SHARMA for his constant guidance ,monitoring and constant encouragement . ASHISH JANGID 18EJCEC026
  3. 3. 3 | P a g e CERTIFICATE
  4. 4. 4 | P a g e ABSTRACT The objective of undertaking the industrial training is to provide a work experience so that students engineering knowledge is enhanced. Industrial training also provides an opportunity to students to select an engineering problem and possibly an industry guide. It is essential to bridge the gap between the classroom and industrial environment. This will enrich their practical learning and will be better equipped to integrate the practical experiences with the classroom learning process. With this objective this internship program of 40 hours (24 days) has been successfully completed in Google Digital Garage. Here we are taught the basic concepts of python programming. The concepts were first taught in classroom and then concepts were implemented in a program.
  5. 5. 5 | P a g e TABLE OF CONTENTS  Certificate  Acknowledgment  Abstract  Table of contents  Conclusion  Bibliography
  6. 6. 6 | P a g e INDEX CHAPTER 1. Introduction CHAPTER 2. Digital Marketing CHAPTER 3. Digital Marketing Channels CHAPTER 4. Impact of Digital Marketing CHAPTER 5. Scope
  7. 7. 7 | P a g e CHAPTER 1. INTRODUCTION Digital Marketing:- Digital marketing can be defined as the process of promoting of brands using digital distribution channels comprising internet, mobile and other interactive channels. The basic advantage in this form of advertising lies in its low cost model. Digital Marketing can be classified into Pull and Push marketing. Pull Pull digital marketing technologies involve the user having to seek out and directly grab (or pull) the content via web searches. Web site/blogs and streaming media (audio and video) are good examples of this. In each of these examples, users have a specific link (URL) to view the content. Push Push digital marketing technologies involve both the marketer (creator of the message) as well as the recipients (the user). Email, SMS,RSS are examples of push digital marketing. In each of these examples, the marketer has to send (push) the messages to the users (subscribers) in order for the message to be received. 1.2 Digital Marketing Trends: Organizations are implementing a wide range of digital channels so as to engage customers in a more personalized way. Digital marketing trends that organizations are rapidly embracing include
  8. 8. 8 | P a g e 1.2.1 Mobility: Business Insider's recent report indicates that globally, one in every five people owns a smart phone, and one in every 17 owns a tablet. That's an increase of nearly 1.3 billion smartphones in last four years. Therefore an increased user base accessing the internet via smartphones has prompted many companies to optimize their online content for mobile devices. 1.2.2 Social media: Organizations are focusing on engaging with customers through social media to offer real-time interactions. Social media helps organizations reach out to a vast pool of potential customers by supplying them with medical and campaign-related information. 1.2.3 Social-Local-Mobile marketing: The growing popularity of smart mobile devices, increasing location based social activities like experience 6
  9. 9. 9 | P a g e sharing, review reading via social media and the evolution of Global Positioning System (GPS) are helping companies leverage Social-Local-Mobile marketing activities. 1.2.4 Personalized Content marketing: Customer engagement, acquisition and retention have all taken on a new dimension with the delivery of unique, personalized, and relevant messages through identified digital channels. Emailis one of the most preferred marketing channel to broadcast targeted organization messages and campaigns to existing and prospective customers.
  10. 10. 10 | P a g e CHAPTER 2. DIGITAL MARKETING Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a collective name for marketing activity carried out online, as opposed to traditional marketing through print media, live promotions, tv and radio advertisement. The rapid growth of Digital Marketing Industry is a direct consequence of the global phenomenon that is the Internet, and effectiveness of Digital Marketing channels in generating revenue and awareness. Compared to traditional methods of advertising, Digital Marketing offers rather realistic costs (particularly important for small- and medium-size businesses and start-ups), accurate targeting and excellent reporting. Digital marketing targets a specific segment of the customer base and is interactive. Digital marketing is on the rise and includes search result ads, email ads, and promoted tweets – anything that incorporates marketing with customer feedback or a two-way interaction between the company and customer. Internet marketing differs from digital marketing. Internet marketing is advertising that is solely on the Internet, whereas digital marketing can take place
  11. 11. 11 | P a g e through mobile devices, on a subway platform, in a video game, or via a smartphone app. In the parlance of digital marketing, advertisers are commonly referred to as sources, while members of the targeted ads are commonly called receivers. Sources frequently target highly specific, 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. McDonald'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 knew its customers frequented at night
  12. 12. 12 | P a g e CHAPTER 3. DIGITAL MARKETING CHANNELS 1. SEO (Search Engine Optimization): Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines. 2.SEM (Search Engine Marketing): Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising. ] SEM may use search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine results pages, or use pay per click listings . 3.SMM (Social Media Marketing): Social media marketing is the process of gaining website traffic
  13. 13. 13 | P a g e or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it across their social networks. The resulting electronic word of mouth refers to any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news feeds) about an event, product, service, brand or company. 4.ODA (Online Display Ads): Display advertising is a type of advertising that is located on websites. It can be seen in a wide range of different formats and contains items such as texts, images, flash, video and audio. The main purpose is to deliver general advertisements and brand messages to the plus 40 million people connected to the Internet each month.
  14. 14. 14 | P a g e CHAPTER 4. IMPACT OF DIGITAL MARKETING Digital marketing is a new trend in marketing, unlike traditional marketing most of companies not use their own marketing channels for digital marketing mostly it can be outsourced to third parties like digital marketing agencies like odigma consultancy ltd. Companies like odigma generating revenue using digital marketing it has great impact on revenue model of these companies. Spending’s of various companies on digital marketing is a revenue for digital marketing agencies like odigma. Diversity of capabilities from coowned media properties. Built-in sister agency relationships and priority referrals. In-network efficiencies. Today, our society is driven by digital technology. The impact is such that there are places in the world where the residents may not have clean water, but they own smartphones. Another incredible influence on people’s lives, nowadays, is digital marketing. It affects people’s interactions, work, purchases, and habits. Digital marketing has had a profound impact on the traditional ways of marketing. Digital marketing companies should have a firm grasp on the utilization of the digital universe which will maximize a brand’s impact and it’s brand awareness.
  15. 15. 15 | P a g e The digital marketing world is a gateway for potential customers to feel like a part of the brand. It offers the opportunity to feel connected with the business as clients see the content from the brand regularly. This entices potential customers to try out the products and services that they earlier, wouldn’t have known about. There are about 3 billion people across the globe, who use social networking sites every day. In a study conducted by a marketing firm, it was found that people are more likely to follow brands than celebrities, on social media. On the picture-sharing site, Instagram, around 80 percent of the users follow at least one brand. Therefore, it’s clearly high time that digital media is utilized to boost a brand’s image along with other activities that are beneficial to the business.
  16. 16. 16 | P a g e CHAPTER 5. SCOPE There is a broad scope of digital marketing as promoting and branding business through digital media is the fastest and reliable mode of marketing to target mass audience. Digital marketing is the key to hold an in-demand profession. Recognizing the importance of digital marketing, brands are getting super active to focus on digital marketing and hence the digital marketing skills are in a serious demand widening its scope in the market space. Higher pay and multiple career choices are the salient advantages of having a digital marketing career. Apart from these, there is a broad scope of digital marketing as promoting and branding business through digital media is the fastest and reliable mode of marketing to target mass audience. • Flexibility • Higher paid profile • Massive job opportunity
  17. 17. 17 | P a g e CONCLUSION The successful completion of this internship indicates that the future of marketing is in the hands of digital. Digital marketing is not only concerned with placing ads in portals, it consists of integrated services and integrated channels. Marketers want to use these components in an effective way to reach target groups and to build a brand. In this digital era marketer is not the custodian for a brand, people who are connected across the digital platforms are the custodians. Brands want to build their presence over digital platform, because customers have high affinity towards digital media than other media’s. More than that customers are highly information seekers and digital media is the only platform for two way communication between brands and customers.
  18. 18. 18 | P a g e BIBLIOGRAPHY • Google DIgital Garage • Digital Marketing-by David Cheff • Fundamentald of Digital Marketing -by Puneet • Google