FINAL SEMESTER INDUSTRIAL TRAINING REPORT

ON

MASTERS IN ADVANCED DIGITAL

MARKETING

Submitted By:- Submitted To:-

Sangeeta Mandi Ms. Pawandeep Sharma

17BCA1395
BACHELOR OF COMPUTER APPLICATION

DEPRTEMENT UNIVERSITY INSTITUTE OF COMPUTING

CHANDIGARH UNIVERSITY ,GHARUAN

June-July, 2019

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 FINAL SEMESTER INDUSTRIAL TRAINING REPORT

ON

MASTERS IN ADVANCED DIGITAL

MARKETING

COMPLETED AT

ITRONIX SOLUTIONS – JALANDHAR

SUBMITTED IN PARTIAL FULFILLMENT FOR AWARD OF DEGREE OF

BACHELOR OF COMPUTER APPLICATION

By

Sangeeta Mandi

17BCA1395
BACHELOR OF COMPUTER APPLICATION

DEPRTEMENT UNIVERSITY INSTITUTE OF COMPUTING

CHANDIGARH UNIVERSITY , GHARUAN

June-July, 2019
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 TRAINING REPORT
(Project Term June-July, 2019)

Masters in Advanced Digital Marketing

Submitted By: Roll NO.:-

Sangeeta Mandi 17BCA1395

Under The Guidance of Er. Parwinder Kumar

Developer And Trainer– ITRONIX SOLUTIONS
JALANDHAR, Punjab - 144001
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Declaration

I hereby declare that the Master in Advance Digital Marketing is an authentic record of my
own training work carried out as requirements of Industrial Training for the award of degree
of Bachelor of Computer Application from Chandigarh University, Gharuan under the
guidance of Er.Parwinder Kumar, during June-July, 2019.

Name of Student: Sangeeta Mandi

Roll Number: 17BCA1395

BACHELOR OF COMPUTER APPLICATION

DEPRTEMENT UNIVERSITY INSTITUTE OF COMPUTING

CHANDIGARH UNIVERSITY , GHARUAN

June-July, 2019

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Certificate of the Guide

This is to certify that the declaration statement made by Sangeeta Mandi is correct to the best
of my knowledge and belief. The Industrial Training is based on the technology/tool learnt is
fit for the submission and partial fulfilment of the conditions for the award of Bachelor of
Computer Application from Chandigarh University, Gharuan.

Name: Er .Parwinder Kumar

Designation: Developer And Trainer– Itronix Solutions

Signature of Faculty Mentor

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Acknowledgement

“If practical knowledge carves and sharps the carrier of a person, practical experience polishes
it and adds lustre and brilliance to it”. Here, we found this golden chance to acknowledge all
those people who have blessed, encouraged and supported us technically and morally through
all the phases of our project. We take this opportunity to express our profound sense of
gratitude.

Firstly we would like to thanks the almighty God for providing us this valuable opportunity to
work on such an innovative project and to collect knowledge to a new field.

We are heartily thankful to Chandigarh University, Gharuan for lettings us choose such an
interesting field for our Industrial Training and for their support in all the problems faced by
us during the project.

We also thank heartily to Mr Kamaljit Singh Saini, HOD, UNIVERSITY INSTITUTE OF

COMPUTING Department, Chandigarh University, Gharuan for his support in providing
valuable suggestions needed in the project and to encourage us morally to work hardly on the
project to get our result from the project.

Most importantly we would like to thanks Er.Parwinder Kumar, Developer and Trainer –
Itronix Solutions for his active indulgence and guidelines in the project. It was very difficult
to work on the project without his help. He also provided us all the information required to
work effectively on the project and to be efficient in our project.

Last but not the least we would like to thanks our family, friends and the faculties who have
provided us moral support and kind cooperation during the project and for their blessing for
our project.

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Table of Contents
Declaration i

Certificate of Guide ii

Acknowledgement iii

Chapter I: Digital Marketing Fundamentals

Chapter II: Website Planning and Structure

Chapter III: Facebook Marketing

Chapter IV: Google Adwords and PPC Advertising

Chapter V: YouTube and Video Marketing

Chapter VI: E-mail Marketing

Chapter VII: Google Analytics and Webmaster Tool

Chapter VIII: Search Engine Optimization (SEO)

Chapter IX: Affiliate Marketing & Google AdSense

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Abstract
I am Sangeeta Mandi of Chandigarh University, Gharuan a BCA student. I have done my
internship in Itronix Solutions India, one of leading digital agency in world. My internship is
in Digital Marketing. Throughout my internship, I had been working in different clients across
India. This report was written after getting the first-hand experience from Digital marketing.
This report explains the importance of digital marketing in present era and this report will help
the reader to get an idea about the Industry, Indian population and digital media, concepts of
digital marketing, Duties and responsibility of client servicing executives in an agency, Steps
involved in client servicing and Consumer buying behaviour in the digital era. After reading
the whole report the reader can able to understand the reason behind growing digital media
marketing.

Title of the Internship Report is “Masters in Advanced Digital Marketing” and Objectives
of the Internship are to understand the requirement of clients, formulating strategies for clients,
executing those strategies to achieve their brand objectives and understand the change in
consumer buying behaviour in digital era.

Methodologies used for achieving these objectives are client servicing and a research. For
achieving first three objectives, I have done client servicing in Itronix Solutions India. By doing
client servicing I got chance to work with popular brands like Home Essentials, Polestarbags,
Haveli Heritage, Adsondeal, Digita Adda, E-Visa India, Premier Geyser, Sarovar Portico
and many more. For achieving the fifth objective, I have done one research using an online
questionnaire. The title for the research is “Understand the consumer buying behaviour of
Indian in digital era”.

Main findings of this internship are given here. Indian customers are highly information
seekers. They collect more information about a product before buying it. Internet penetration
in India is key player for this phenomenon. Most of Indians are getting stimulus through
advertisements, but they are not reaching to end phase of customers purchase journey, mainly
in high involvement purchases. Brands are getting more touch point to reach their target group
in this digital era. More details about findings are given this report.

The successful completion of this internship indicates that the future of marketing is in the
hands of digital. I conclude my research by quoting again that “Brands can’t sustain without
digital presence”

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Chapter 1: Introduction to Digital Marketing
Advertising in the business is a form of marketing communication used to encourage,
manipulate the people to take or continue to take some action. Advertising is defined as
“Advertising is the non-personal communication of information usually we paid for and usually
convincing in nature about products, ideas, services which have identified sponsors through
the various media."

Advertising is normally done by a third party known as advertising agents. An advertising

agency are dedicated to planning, creating and handling advertising for its clients. An ad agents
is independent from the clients and provides an ad according to outside audience point of view
to the effort of selling the client's products or services. An agency also handle overall branding
and marketing strategies and sales promotion for their clients. Types of ad agencies are:

 Specialized agencies
 In-house agencies
 Digital agencies or new media agencies
 Full service agencies-
 Creative agencies

This report is discussing about the digital or new media agencies. There was a time when
Television, Radio was the most popular medium for Vender to promote or spread awareness
of their products but now the trend has been changed and the Digital Marketing has been taken
its place. Reason for this change was :-

 Traditional methods are costly as compared to the digital marketing channels, we have
to spend thousands of dollars.
 Traditional marketing channels does not provide immediate feedback and reports about
who had heard or saw and took action.
 Digital marketing, refers to the marketing methods that allow organizations to see how
a promotion is performing in real-time, such as what is being viewed.

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 Scope of the Internship

1) To know about the element in digital media.

2) To know about the effectiveness of branding through digital media
3) To know about the effort behind fulfilment of brands objective through campaigns
4) To choose appropriate media for communication
To maintain relationship with clients
5) To know about the Target Group for different brands

1.1 Benefits

There are quite advantages that digital marketing offers apart for increasing your business
revenue;

 Digital marketing charges less cost as compared to other traditional marketing

platforms.
 It will helps you get a way for more exposure than any other method.
 You can use the digital marketing to rebrand or develop your new brand image on a
whole.

Other reasons that digital marketing works is that it is targeted the potential clients, on their
interest level and attention. You should make the best possible use of the internet through
digital marketing, to get instant results.

Chapter 2: Website Planning and Structure

2.1. What is Web Designing?

Now everything going Digital, every business organization needs a web page to make its online
existence. It may requires people who can design these web pages, and the entire process is
called web design. In this lot of designing involved and the scope for improvement in web
design is limitless.

2.1.1 Explaining the Process in a brief

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There is a lot of hard work goes into the making a website. There are many ways to host your
website on the server. It may be for free, or you have to pay for the hosting the website. After
you buy and register a domain name, you can start designing your web page in any way you
want. Professionals will use HTML and CSS to create attractive web pages.

2.1.2. Benefits of having a Web Designer

There are lot of advantages of web design, first is that it was the primary way for you to make
your presence amongst the online people who could be the potential customers. There are some
other best advantages include.

 Web designing is not very costly, and the benefits offered by this are endless

 Web Designing is the finest way to interact with your customers

 You can attract more people with an attractive web page design

 Make sure that you have to keep the web page unique and interactive

 The achievement mantra for a web designer is to make the site user-friendly

2.2 WordPress is an open source Content Management System, which help the users to build
lively websites and blog. WordPress is the most popular blogging system on the web and allows
to update, customize and manage the website from its back-end CMS and components.

2.2.1 What is Content Management System (CMS)?

The Content Management System is a software which stores all the data such as text,
document, photos, music, etc. and it is available on your website. It will helps in editing,
publishing and modifying the content of the website.

WordPress was known as open source in October 2009.

2.2.2 Features of CMS

 The User Management − It allows to manage the user information such as changing
the role of the users to (contributer, subscriber, author, editor or administrator), create
or delete the user, you can change the password and user information. The main role
of the user is Authentication.

 Media Management − It is the tool for manage the media files and folder, in which
you can easily upload, manage the media files on your website.

 Theme System − It allows for modifying the site view and functionality. It includes
images, stylesheet, template files.

 Extend with Plugins − Several plugins are available which provides functions and
features according to the users need.

 Search Engine Optimization − It provides several search engine optimization (SEO)

tools which makes simple SEO site

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  Multilingual − It will allows for translating the entire content into the language chosen
by the user.

 Importers − It allows for importing the data in the form of posts. It imports custom
files, tags, comments, post pages .

Cloud hosting has one-click WordPress installation facilities, but you have to install it by
uploading files directly into the web server.

2.2.3 System requirements for WordPress installation

Or you can also install XAMPP, which is Multi-platform.

2.3 Download WordPress

WordPress is free and an open source platform under the General Public License (GPL), and
you can download it directly from official website of Wordpress. You can also open the site
https://wordpress.org/download/link for download WordPress.

2.4 WordPress Installation

 First, you have to extract the downloaded WordPress and upload into your localhost or
web server project folder.
 You have to open your web browser and navigate the URL of WordPress folder path
 WordPress installation requires empty MySQL database, so you required to create it
before.
 WordPress Setup wizard will ask you some of the initial information about the website,
which is mentioned here.
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Step 1: The first step of WordPress installation setup will ask you about the language
preference.

Step 2: Second step provides info about required information before proceeding.

Step 3: In the third step of installation you have to provide MySQL database connection
credentials.

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Step 4: Fourth step of Installation setup checks database credential authentication and
provide you the confirmation.

Step 5: Now at the the final step, where you have to provide website admin
information.

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Step 6: Then open a WordPress admin login screen. Enter the username and password
you have choose in the previous screen and log into it.

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Now, you WordPress is successfully installed.

WordPress Dashboard is the first screen that is admin control panel of the WordPress after
the login. Its provides website information, it is easily customizable and provides quick
access to other pages we build.

Chapter 3: Facebook Marketing

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When it comes to social media advertising, first thing comes in mind was Facebook. That is
why Facebook ads running successful it helps for success of any business. Facebook ads are
the cheapest and easy to track form of online advertising. They are totally optimizable. It will
gives you a lot of control over your ads, but you have to know what you are doing if you want
to make successful Facebook ads. Otherwise, it was wasting of your money.

Facebook advertising is a growing business.

3.1 Why we are advertise on Facebook?

More than two billion people were using Facebook those users are highly get engage with the
content posted on the network. Many people like posts on Facebook every single day.

You have to pay for exposing your brand to people who are doing business with you. Facebook
offers multiple layers of targets, so that you can focus your facebook ads.

Most of the social media marketers worldwide said Facebook provides the best ROI of all
social platforms.

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Its already seeing meaningful results from Facebook ads and increasing their spend,it is a high
time to develop a Facebook advertising strategy of your own.

3.2 Types of Facebook ads:-

Facebook offers number of campaign based on what you want to achieve by your ads. From
those objective, you can choose various ad formats based on your chosen goal and target the
audience. Different types of Facebook Campaihn align with business goals.

 App Installs: Encourage for installation of your desktop or mobile app.

 Brand Awareness: Introduce your brands to the audience.
 Conversion: Like to Subscribe to your list or buy your product.
 Engagement: Expose the post to a worldwide audience to increase the numbers of
Likes, comments, shares, or photo views, promote an event or increase your number
likes.
 Lead Generation: Get the new prospects into your sales funnel.
 Reach: Expose your ads to many people in your audience as possible.
 Product sales: connect your Fcebook ads to your products catlog to show the audience
ads for the products they are mostly like to buy.
 Traffic:- Drive the customers to the specific webpage.
 Video views:- Show your video ads to large number of audience to increase the brand
awareness.

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3.2.1. Have a goal in mind

If you want to run Facebook ads successful, you have to firstly answer this question: what do
you want from your ads? Do you want large number of followers? More number of sales? More
audience for engagement? No matter what your goal is, Facebook has a marketing objective
for your brand!

This is the first page you can see when you start to set up the Facebook ad is this:

In the above image there are the different marketing objectives provide by the facebook you
can choose from it. They all are correspond to the different end goals. If you want more
audience to click on your website, you will run a traffic campaign.

Some of the objectives contain sub-objectives. For eg, when you were click on the engagement
objective, here is what you will see next:

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There are three different types of engagement campaigns. The one you choose will depend on
your goal. If you want large number of followers, run a page like an ad. If you were want more
comments, likes, and shares on your posts, run a post engagement. If you want more people to
go to an event you are promoting, run an event response an ad.

If you have a specific goal in your mind, Facebook likely has a perfect objective for you. You
can run Facebook ads that will optimize everything from conference registrations to app
downloads.

Having a particular goal in your mind will help you to determine the success of your ads.

3.2.2. Target your audience

Facebook has billion of daily users who you could be converting into your customers. Everyone
is on the Facebook, whether they are a CEO. So no matter who is your ideal customer is, they
are on Facebook.

It being said, that posting on Facebook won’t be sufficient to convert users into customers. You
have to run Facebook ads, and they have to be a successful Facebook ads.

If you’re not sure about who is your target audience? There are a few different places you can
start.

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Your three most basic audience options are a cold audience of everyone on Facebook or warmer
audiences of either people connected to your page or a custom audience.

If you have a number of page likes and you want to turn your followers into customers, you
can select people already connected to your facebook page as a target audience. This ensures
the people you advertise are familiar with your company and interested in what you are selling.

If you don’t have that many followers, but you do have a customer list, a custom audience may
be a good option. You can upload the customer list directly to the Facebook and Facebook can
generate a look alike audience consisting of users similar to the ones you’ve provided.

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3.2.3. Use Eye-catching images

A picture is worth a thousand words. When you are restricted to a limited number of characters,
a thousand words is a lot.

A potential customer might scroll your ad without reading it, if the image doesn’t catch their
eye. To prevent from losing valuable customers, you need to select bright, clean, high-quality
images for successful Facebook ads. Just make sure the image contains less percent of text, or
else Facebook will show your ad to fewer people.

3.2.4. Know what to say (and what not to say)

Now you know that what kinds of images are required for successful Facebook ads, but what
about the copy?

The most successful Facebook ads includes three elements: an attention seeker, a phrase or
sentence to add value, and a call to action. It was attention seeker so that catch interest of your
audience in your ad. If the first phrase or sentence of your copy doesn’t spark the reader interest,
they will stop reading.

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Here is my official Facebook Page: https://www.facebook.com/Ansh-_Fashion-
459364804609097/?modal=admin_todo_tour

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Chapter 4: Google Adwords and PPC Advertising

Google AdWords is an advertise service for business by google. It display ads on Google.
The Google AdWords program allows businesses to set a budget for advertise and pay only
when people click the ads. The advertising service is mainly focused on keywords.

4.1 I need to get an account up and running

You can go to Google AdWords account at: https://www.google.com/adwords/

They have a guided setup where you answer questions like your email address and website you
will be sending your ads . You can also set your country, time zone, and currency.

There are some of the options and extension for your ads that take into more consideration.

If your budget allows, take advantage of Google support.

Once you have an account set up, you can import that ad into a Bing Ads account as well. That
will post your ads on Bing, Yahoo, and AOL searches.

Here is What You’ll Need before You Start:

A website (better: landing pages on your website)

Keywords — search terms you want to advertise on

Ad copy and headlines — The messaging of your offer or service

4.2 Choosing the Keywords First, What are the Keywords?

When you see the “keywords” in place of ads it maybe “paid keywords” to be more precise,
think of these as the phrases people search in Google, and your ad will appear in front of them
as a possible.

For example, If a business sold balloons for special occasions, their keywords might include:

 Helium balloons
 Send a birthday gift
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  Kids party supplies
 Colourful ballons

Choosing the right keyword that is a major part of running an effective promotion.

4.3 Start with the Best Keywords for Your Campaign

Since you pay for any click of your ad, you want to match your ad to the most relevant searches
as possible.

You can brainstorm keyword ideas, but there’s a short cut. We recommend the steps to find the
most profitable, effective keywords for your promotion.

Keywords aren’t case-sensitive, and it’s best to avoid non-standard characters like: ! @ % *

Headlines

You have characters to grab someone’s attention. Forget to call them “readers;” at this point
they are “browsers,” skimming the page to see what might answer their search.

Your headline should be attention-getter , appropriate and clear. All headline has the same
objective: make them read the next line.

Create headlines with the actual thoughts in their mind.

Google must bold the words in a headline that match what the user searched.

Tips

Consider vibrant keyword insertion. It automatically drops the exact keyword into your
headline, and it is best used in your ads for specific products or services that you offer.

Ad Copy

Be clear about what you can do for the reader. You have 2 lines to describe your offer.

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Your ad copy is getting someone to understand what you offer and then click to learn more or
to take advantage of your offer. Anything mysterious can only waste your money on clicks
from high rate visitors.

When you are setting your account, be prepared with ad variants for different keyword groups.
This might be a different services.

Landing Page

High-performance ads get customers to your site, and you pay for them whether the visitor
buys or not (or signs up). It means to be overall successful, your ads need to be strong,
appropriate landing page that delivers on what the ad had promised.

The thing about the display URL is that it does not having the actual landing page URL. You
can take advantage of this and use it to as advantage for your marketing, by creating a display
URL. Any matching keywords in the URL gets automatically bolded in the results.

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Chapter V: YouTube and Video Marketing
All of us agree that YouTube is the second largest search engine we use. The Google
empowered YouTube using for the video marketing. Every start up to the established brands is
using this video networking platform to reach large number of audience. Just a standout video
will make their products or services viral.

5.1 Why to Choose Video Marketing?

YouTube has large number of audience pool of all ages and gender who are interested in
different niches. Investing on video marketing is right for every Brands. Now days customers
were spent time on Youtube rather than reading the content. Now most of us are spending lot
of time watching the videos on every social platforms. Every minute, there are billions of
videos which are getting uploaded on the internet.

5.2 For an Effective Video Ad campaign

Pop your sales with decent story telling videos on how customers can find solutions for their
every problem. Always create an impact with the information and entertaining videos. The
following are the simple tips to result in high impact and successful videos.

5.2.1 Create A Channel on Social Platform:

YouTube success is not a magic that happened without efforts. You must follow a great
strategy, powerful framework, great marketing plan and consistency at the best. Remember
that through videos, every service is establish the B2B relationships and it is very easy to create
a brand impression of video marketing.

5.2.2 Consistency Often Works:

Know the right time to post the videos and upload the videos regularly so that people will
remember your service always. Keeping this brand consistency will result in marvelous sales.
Not only that, make sure to maintain consistency in your videos, images and logos as this will
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helps to get connected more people easily to your service whenever they come across your
post.

5.2.3 Reuse and Compliment Your Video Efforts:

These days, videos are watched on Instagram, Facebook, YouTube and on every social media
platform. Check what is the appropriate duration of video for every platform and post according
to them. Ideally it is 30 seconds for the Instagram and 60 seconds for the YouTube and
Facebook videos. Make your video like a teasers and upload them to get the maximum return
on your video investment.

5.2.4 Don’t Forget to Include Call to Action:

Every video should focus on the value of your services, it is a clever way to attract the interest
of the viewers. Always include call to action like directing them to your website to drive more
sales. Keep a backup of videos as you never know when your services are going viral. At this
instance, be smart enough to just do what you can, otherwise the established interest and brand
identity may be lost.

5.2.5 Use the Potential of SEO:

Finding the reach is vital, so besides making an interactive and useful video, focus on search
ability also. Don’t lose all the tags which work as a single word might bring in more leads
without your knowledge. Customers will find the video only when its title is optimized. Make
use of the SEO tools if you are not able to find the keyword which works the best for you.

5.2.6 Video Format that Works:

There are different types of videos which include success stories, explainer videos and even
FAQs which are liked by the users. There are few demos which get the better attention based
on the service which you want to focus.

5.2.7 Editing Tips to Commercial Videos:

While investing on a video, never compromise on sound effects and the lightning impact.
They help the customers to get the feel in the first 30 seconds itself. When these two aspects
are fine, yet times even without the knowledge of the viewers they will be continuing to
watch the video. There are different editing tools which can be used to add the impression to
your video.

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Chapter VI: E-mail Marketing for Business
Email Marketing is one of the effective way to let your customers know about your products.
It is an open way of communication between companies and their clients for required
exchange of information

6.1 Things You Need to Know About Email Marketing

6.1.1 Use of Customer Database to Reach Out - The main task of generating a database or
using an existing one is to tend to the relationship that exists between dealers and buyers. It
could be about a new one or improving an existing one to a new level. The ultimate principle
of it is to build the thread of faithfulness among them.

6.1.2 Different types of emails that are sent – The transactional emails are the ones that
related to an ongoing transaction of a given company with the client. It could be explaining
the confirmation of an order or pertaining to the dispatch of the order There is a huge amount
of important links attached to such mails for they form the essential link of communication
between the client and the parent company.

6.1.2.2 Agreed upon Advertisement related Emails – The emails speak about product or
product related information. They could be generated on a monthly basis. The client has of
course given his approval for the receiving of such emails in his inbox.

6.1.2.3 Direct Promotional ones – Companies have their upcoming promotions that they
need the clients to know more about their product. There is the existence of parallel services
whose assistance may be sought for the acquirement of lists of email addresses to which such
emails can be sent. They speak directly of the various marketing gigs of the company like
information about the old and the new products.

6.1.2.4 Emails regarding current discount pop ups - Companies have executives racking
their brains for quick discounts, sales and other varied sale offers that need quick marketing.
These are put infront of clients through innovative ways in an email format. They keep the
communication alive among the buyer and the seller and also for the renewal of interest in the
company’s merchandise.

6.1.2.5 The digitalization of all communication :- More and more people establishing their
access to internet and their continual reliance on it, it is an inevitable progression for
companies to rely more and more to email marketing.

6.2 Choosing the Right Email Service Provider

• Campaign Monitor

• WebEngage

• ZeroBounce

• Kingmailer

• SENDER

• Zoho Campaigns
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• MailChimp

• Scope

• Community

• PutsMail

• FreeFormatter.com

Respecting personal data will change your email marketing strategy. Conversion tones are
adopted to increase interaction of human with customers. Rending is used to improve UX
across email clients

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Chapter VII - Google Analytics and Webmaster Tools

7.1 Introduction

You may have a great website but, if you have no idea who your website visitors are, where
they are coming from, where they are located, which pages they are visiting, how long they
are staying on your site and why and when they are leaving your site, as well as which pages
are your most popular ones and how many website visitors you have converted, this is
wasting a lot of money and effort on targeting the wrong type of audience. You need to know
the answers to these and many other important questions in order to be able to optimize your
website and actually make it effective.

This is exactly where Google Analytics can be of extreme help, as it can give you a clear
insight into your website traffic, so that you can know how to improve the performance of
your site and ensure your conversion rates keep going up.

7.2 Why Do You Need Google Analytics?

Google Analytics is a completely free web analytics tool provided by Google that helps you
measure your website traffic and gather huge information about your website visitors. This
tool can give you the answers to all of the aforementioned questions and, thus, enable you to
see how your website is actually performing.
When you know what works and what doesn’t work, you will know exactly what steps you
need to take in order to advance your website and every piece of content you provide on it
with the goal of engaging your visitors and providing them with the information they need.
Google Analytics is offered in two additional versions: the subscription based Google
Analytics 360, targeted at enterprise users and Google Analytics for Mobile Apps, an SDK
that allows collected usage data from Android Apps iOS and
while Google Analytics gives you a clear picture of what changes you need to implement to
improve your site and maximize your conversions, it goes without notifying that your next
step towards your site’s improvement should definitely be using this tool.
It is completely free of charge and, given the information it can provide you with, you can be
sure that it will help you make your every online marketing campaign result in actual profit
that will lead to the improvement of your bottom line.
When you access Google Analytics as a complete beginner, everything may seem difficult at
first, but this guide will walk you through it and, by the end of it, you will certainly get the
hang of how to use this extremely useful tool to maximize your site’s performance.

7.3 How to Set up Your Google Analytics Account

Before you started with Google Analytics, you have to create a Google account. Only with a
Google account you can actually access to Google Analytics, so you can create a new one or
use the existing one, but make sure that only you are access it.
Once you have created your Google account, you can go to Google Analytics to set your new
account.

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Click on Analytics tab and you will be sent to a new page, where you will have to click on the
green Sign up for free button.

When you click the green button, you will be provided the three steps you need to take, in
order to set up the Google Analytics account. The page will look like this:

Click on the Sign up button and you will be asked to fill out the essential information for your
new account.

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7.3.1 Step 1: Sign up for Google Analytics

You need to enter your new account information for your website in the appropriate boxes.
Google Analytics is running on at least 29 million websites

After you enter the essential information, you will need to configure your data sharing
settings, the options for which will be given below.

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After this step, click on the blue Get Tracking ID button and the next thing you have to do is
agree to the Google Analytics terms and conditions, then you will get a pop up window after
clicking the button.

Tracking ID for Sangeeta Mandi Website

<!-- Global site tag (gtag.js) - Google Analytics -->
<script async src="https://www.googletagmanager.com/gtag/js?id=UA-143768293-
1"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());

gtag('config', 'UA-143768293-1');
</script>

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Your tracking code have to be downloded on every page on your website that you want to be
track in order for Google Analytics to be able to measure and report the activity on your
website. The installation of the code depends on the type of website you have and what website
platform are you using.

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7.3.2 Acquisition
Acquisition means how you get website traffic. You can use acquisition reports to see how the
traffic arrives to your site. When you firstly look under Acquisition, you’ll notice that the
Overview tab gives you an all-encompassing snap of acquisition, behavior, and conversion data
for your top traffic sources by channel (referral, direct, organic search, and social).

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 Acquisition reports are a great way to look at which are best for bringing traffic to your site
and getting some actions to happen. Using other views will allow you to look at different types
of traffic. For example, you want to know which search engine is driving the most organic
traffic. By using the Source or Medium view, you can drill down to see the specific sources
and mediums acquired the most customers (such as google/organic vs. bing/organic).

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7.4 Webmaster Tools

Google Webmaster Tools is a mechanism for Google to connect with webmasters. Google
Webmaster Tools helps you to identify issues with your site and even let you know if it has
been affected with malware (something you ever want to see, but if you have not spotted it by
yourself, or one of your user tweet you to let you know, it is invaluable).
And the best part is It is totally free. If you don’t have a GWT account, then you need to go
and get one now.
This will guide to Google Webmaster Tools will walk you through the various features of this
tool, and give your vision into what actionable data can be found within it. (For more help, go
to Google’s Webmaster Help.)

7.4.1 Verification

Before you can access any of the data on your website, you have to prove that you are an
authorized descriptive of the site. This can be done through a process of verification.
There are five main methods of verification in place for GWT. There’s no real preference to
which method you use, although the first two are the most commonly used as they’ve been
approximately for longer.

 The HTML file upload. Google provides you a blank, specially named file you just
have to drop in the root directory of your website. Once you have done that, you have
to click on the verification button and you’ll have to access to GWT data for your site.
 HTML tag. Clicking on that option will provide you with a metatag that you can insert
in the head of your home page. Click on the verify button to view your GWT data. One
item you should note about using this method of verification is that it’s possible for the
tag to be by chance removed during an update to the home page, which would lead to

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 a cancellation of the verification, but reinserting the tag and click verify again will fix
it.
 Domain Name Provider. Select your Domain Name provided from the drop-down list
and Google will give you a step-by-step guide for verification along with a unique
security token for use to you.
 Google Analytics. If the Google account you’re using for GWT is the same account as
for GA , is an admin on the GA account, and you are using the asynchronous tracking
code (the code is in the head of your home page), then you can verify the site.
 Google Tag Manager. This option will allow you to use the Google Tag Manager to
verify your website.

7.4.2The Dashboard

Now you are verified, you can log in to it and start to survey the data for your site.

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There is the first screen you will see is the dashboard. This gives you a quick view of some of
the more relevant information for your site, along with any new messages from Google. We
will cover each of the widgets shown here in their section.
A robots.txt file is a file at the root of your website that show those parts of your site you
don’t want access by search engine crawlers. The file uses the Robots Exclusion Standard,
which is a protocol with a small set of commands that you can be used to indicate access to
your website by section and by specific kinds of web crawlers (such as desktop crawlers vs
mobile crawlers).

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CHAPTER VIII:- Search Engine Optimization(SEO)

8.1 What is SEO?

Search engine optimization (SEO) is the practice of growing the quantity and quality of traffic
to your site through organic search engine results.

What goes into SEO?

To understand what SEO really means:

• Quality of traffic. You can attract all the visitors in the worldwide, but if they're coming
to your site because Google instruct them you're a supply for Apple computers when in really
you are a farmer and selling apples, that is not quality traffic. Instead you want to attract visitors
who are mostly interested in products that you will offer.

• Quantity of traffic. Once you get the right people clicking through from those search
engine results pages (SERPs), more traffic is better.

• Organic results. Ads make up a important portion of many SERPs. Organic traffic is
any traffic that you don't have to pay for that.

8.2 How SEO works

You are thinking of a search engine as a website you visit to type a question into a box and
Google, Yahoo!, Bing, or whatever search engine you're using wonderfully replies with a long
list of links to webpages that could possibly answer your question.

But have you ever stopped to consider what's behind those wonderful lists of links?

Here is telling how it works: Google (or any search engine you're using) has a crawler that
goes out and gathers information about all the phrases they can find on the Internet. The
crawlers bring all those search engine back to build an index. That index is then nourished
through an algorithm that tries to match all that data with your given query.

There are a lot of factors that go into a search engine's algorithm, and here is how a group
of experts ranked their importance:

8.3 What are the various types of SEO currently prevailing in the Market?

There are various types of SEO techniques owned by marketers all over the world as an attempt
to show their online presence. However, the major types of SEO that can be used to classify
the SEO practices by the marketers include On- page and Off- page SEO. SEO has divided
into two categories: On- page and Off-page SEO.

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ON-page SEO and OFF-page SEO

On-page SEO: It Refers to the activities that are carried out on the page that is to be published.
Put, the tasks that help optimize a given page such that it shown higher on the Search engine
result pages. The On-page SEO activities primarily include pervading keywords in the right
quantity, inserting internal links, meta tags, Meta description, building a customized URL
structure, inserting the alt attributes, taking care of the image SEO and most importantly
providing the users with quality phrase.

Off-page SEO: Refers to the activities that are performed on a page after it goes live on the
web server. The activities involve in the Off-page SEO include sharing the post, commenting
on the post to make engagement, liking the post on the social media sites, giving the star ratings
to the post, answering all the queries of the target consumers are all a part of the tasks listed
under the Off-page SEO.

Types of on-page and off page SEO techniques

8.3.1 On-page SEO

8.3.1.1 Backlinking:

By giving backlinks to sites, the authority of a site grow. A backlink refers to giving the source
of the site that was been referred to a specific information. Giving a backlink to a site that has
a higher search engine ranking enables you to have a better level of reliability according to the
Google’s algorithms and even the SEO Yoast recommended by WordPress. If you give
multiple backlinks to an authorized site, there are chances that you are able to influence them
in the future to give your site a backlink as well.

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8.3.1.2 Infusing keywords in order of priority

If you are a Digital Marketer, you are probably already aware of what is meant by influence
keywords. But what do I exactly mean when I say influence keywords in order of increase
priority? well in the assigned keywords as well there are sub categories: primary keywords and
secondary keywords. As the name suggests, both these categories are different by the order of
priority. The primary keywords must occur at least times in a content that is 1500-2600 words
long. At the same time, all the given secondary keywords must occur at least once in the entire
data.

The Google’s spiders when crawl into the content posted by you gain knowledge of the context
of the content through those keywords. Thus, suggested in the Google’s algorithms, the primary
and the secondary keywords must be influenced accordingly in the content to help Google
understand better what is the content all about.

8.3.1.3 Meta tags, meta description, alt attributes

The meta tags, meta description, and alt attributes are an vital part of the on-page SEO. The
meta tags mainly include of the secondary keywords in the content. The meta tags help Google
to read the content better and the search engine know the framework of the content that is been
posted on the web.

Whereas the meta description means to the text that is showed along with the title on the search
engine result page. The meta description is a essential SEO element as it determines to a great
amount if the searcher will click on your site’s link or not.

If you are publishing your blogs through WordPress, you have to make it a rule to include your
primary keyword in the alt text of the images. The screen readers the blind users they will use
the alt text to read out what is in the image. So, it is must be noted that in the lack of alt attributes
the reader may simply ignore the image or get stuck.

8.3.1.4 SEO Yoast for WordPress

After you done writing your blog, it is recommended that you must always refer to the SEO
Yoast provided by WordPress to progress the complete quality of the blog. The SEO Yoast
offerings you the key elements that help you to optimize your blog such that it appears at a
famous position in the search engine result page.

8.3.1.5 Image SEO

Image SEO is another way of enhancing the website or the landing pages in detailed. An
improved image will appear in the searches made for images on Google. When the user clicks
on the link to go to the original source of the image, the user is forwarded to your website.
Thus, achievement of your website traffic. Images are an important element of any website,
thus, must be optimized.

8.3.1.6 Internal linking

The internal links are the links of the blogs earlier published or the landing pages of the
website. The idea behind interlinking is readdressing the user from one page to the other page
of the website. This is an attempt to hold the user.

8.3.1.7 Heading tags

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Use of the Heading tags confirm that the Google takes notes of the headings used by you on
the blog. Thus, the H tags must be used to make your blog noticeable in the SERPs for those
particular words. It is also recommended that you use the secondary keywords and the primary
keywords in the sub-heads.

8.3.1.8 URL structure

You have to adjust the URL according to the primary keyword, doing so would make the
visibility of your blog higher. This works in a layout that when a user makes a search with a
particular keyword if the URL of your blog having that keyword, the possibility of Google
showing your blog is quite high.

Also, you must make a thoughtful attempt to eliminate all the numbers from the URL that
might just appear automatically.

8.3.2 Off- page SEO

The off-page SEO deals with the campaign of the content post publishing. Some of the most
important and most common off- page SEO practices contain:

8.3.2.1 Sharing

It’s ok to publish a blog and not share it on your social media channels or other connectivity
apps that notify people what are you up to. Some of your friends might really look forward to
investing time in your work. Again you don’t know through how many people the post may
reach in your social media handle. And if the post appears significant to them, there’s an even
higher chance that they may share it on their profile or the connectivity apps they use in their
daily routine.

8.3.2.2 Commenting

As you have noticed on Facebook, the posts that are been commented upon automatically
appear in the news feed. Same in the case of search engines, the blogs or the posts that get
engagement in the form of sharing and commenting.

8.3.2.3 Liking/ star rating

Liking refers to the same as commenting and sharing. The more the number of likes and ratings
on a post, the better is the credibility of that post according to Google. The ratings especially
work as reviews for a every particular blog, for both the audience and Google, the ratings are
a ways of reviewing the blog.

8.3.2.4 Answer queries- be responsive

Your consumer would put up questions every time. Putting up the questions shows only one
thing that your audience is interested in what they are reading. So, there’s a great chance that
if you answer their questions you would be able to increase their interest and crack a sale along
with constructing engagement which is obviously very vital to your online presence.

8.3.2.5 Look out for what the user is looking for

The most important features of off-page SEO is spending time on researching where the
potential audience’s interest lies. When you pick topics according to interest of your audience,
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it is an obvious fact that you will be able to figure more engagement that you want. When you
post after carrying out a little research, you are updated with what is prevalent in the market
and would write on the trending topics of the audience interest.

8.3.2.6 Develop a personal touch with the target audience

The off-page SEO has some elements that allow you to develop a personal touch with the users.
While you reply to the comments and answer their queries over the social media channels or
right below the blog, there is a scope for developing a personal touch with the audience. The
more personally you will connect with the audience, audience are more familiar with your
brand.

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Chapter IX: Affiliate Marketing & Google AdSense

Step 1:- Firstly Search for amazon associates on web browser.

Step 2:- Go to the Product Links. Shown in the screenshot.

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Step-3 Search for the Product you want to advertise on your site.

Step-4 For example take the link of a mobile phone Click on the Get Link Button.

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Step 5:- This is the link below copy into your site.

Google Adscence
Enter the Required Detail Needed:-

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