ST.

JOSEPH’S INSTITUTE OF MANAGEMENT

Primrose Road, Bangalore 560 001

ANALYZING THE EFFECTIVNESS OF DIGITAL PRESENCE

FOR LONDON STRATEGY AND CONSULTING GROUP

Project Report
Submitted in partial fulfilment of the requirements
for the award of
The Post Graduate Diploma in Management

(A TWO YEAR FULL TIME PROGRAM IN MANAGEMENT)

Submitted by

Nikhil J
Roll No 20107
ST. JOSEPH’S INSTITUTE OF MANAGEMENT
Primrose Road, Bangalore 560 001
 CERTIFICATE

This is to certify that the project report entitled: “Analysing the effectiveness of

Digital presence for London Strategy and Consulting Group” is an authentic

record of the project work carried out by Mr. Nikhil J (Reg No 20107), in partial

fulfilment of the requirements for the award of The Post Graduate Diploma in

Management.

Dr.Avil SALDANHA
Faculty Guide

Rev. Dr. Manoj D’Souza S.J. Dr. R. Narasimhan

Director Dean
This is to certify that Mr. Nikhil J, a student of St Joseph’s Institute of Management,
Bangalore had undertaken a project entitled “Analysing the effectiveness of Digital presence
for London Strategy and Consulting Group” during the period from 1st May 2021 to 30th
June 2021.

The project has been completed successfully to our satisfaction and his conduct during the
tenure of the project was 6 weeks

Dated: 30th June 2021

for London Strategy and
Consulting Group

[Name: Debasis Chakraborty]

CEO
Project Guide
 DECLARATION

I hereby declare that the project report entitled “Analysing the effectiveness of Digital
presence for London Strategy and Consulting Group” has been prepared by me
during the period from 1st May 2021 to 30th June 2021 under the guidance of Mr.
Debasis Chakraborty CEO, London Strategy and Consulting Group and Dr. Avil
Saldanha, Faculty Member, St Joseph’s Institute of Management, Bangalore

I also declare that this project has not been submitted nor shall it be submitted in
future to any other University or Institution for the award of any other Degree or
diploma.

Signature…………………….
Dated 16.07.2021 Nikhil J
 ACKNOWLEDGEMNET

I would like to sincerely thank the Dr. Manoj D’Souza S.J., Dean Dr. R. Narasimhan
at St Joseph’s College institute of Management, Bangalore for giving me the
opportunity to enhance my skills in marketing cluster. Also I would like to thank
placement coordinators, seniors for facilitating to get an Internship in the required
domain.
On the other side I am very much grateful to the industry guide Debasis Chakraborty
for mentoring me throughout the tenure of the internship. I want to express my
gratitude to my faculty guide Dr. Avil Saldanha, for his wise suggestions and
decisions in carrying out the project.
Above all I want to thank Almighty God for all his blessings for the completion of my
Project my family and friends for giving me their love, support and strength during
the tenure of the project.
Contents

`
Executive summary .................................................................................................................. 1
Chapter 1 .................................................................................................................................. 3
INDUSTRY AND COMPANY OVERVIEW ....................................................................... 3
1.1 Players in industry ......................................................................................................... 3
1.2 Global scenario ............................................................................................................... 4
1.3 Indian scenario ............................................................................................................... 6
1.4 Company overview......................................................................................................... 7
1.5 Products and services .................................................................................................... 7
1.6 Competitors .................................................................................................................... 8
1.7 Swot analysis................................................................................................................... 8
Chapter 2 .................................................................................................................................. 9
INTRODUCTION TO THE TASK ....................................................................................... 9
2.1 Task description ............................................................................................................. 9
2.2 key individuals of the organisation ............................................................................... 9
2.3 Literature review ......................................................................................................... 10
2.4 Existing practices of the organisation ........................................................................ 12
2.5 Definition of concepts included in the study .............................................................. 13
Chapter 3 ................................................................................................................................ 15
TASK DESCRIPTION .......................................................................................................... 15
3.1 Work plan ..................................................................................................................... 15
3.2 Timeline of activities .................................................................................................... 16
3.3 Key activities in carrying out the task assigned ........................................................ 17
3.4 Description of tasks or objectives that you accomplished and those you did not
accomplish .......................................................................................................................... 25
3.5 Description of relevant training received .................................................................. 25
CHAPTER 4 ........................................................................................................................... 31
ANALYSIS OF JOB PERFORMANCE ............................................................................. 31
4.1 Challenges faced ........................................................................................................... 31
4.2 Concepts covered in class that came in handy to work ............................................ 31
4.3 Extra concepts learnt ................................................................................................... 31
 4.4 Observations on the practices observed in the organisation vis-a-vis the practices
understood through academic inputs in the courses. ..................................................... 31
CHAPTER 5 ........................................................................................................................... 31
SUMMARY OF LEARNINGS AND RECOMMENDATIONS ....................................... 31
5.1 Summary of Learning’s ............................................................................................... 31
5.2 Career in digital marketing......................................................................................... 31
5.3 Initiatives taken ............................................................................................................ 31
5.4 Recommendations ........................................................................................................ 31
6. BIBLIOGRAPHY .............................................................................................................. 35
Executive summary
Even let it be a minuscule company, online presence is predominantly vital for their
business. As technology is getting more sophisticated, consumers are more
attracted towards digital buying. Digital presence is one of the parameter to
scrutinize the competitive advantage of the company. The company has a lead
generating website. Digital marketing helps in minimizing the workforce requirement
which in turn enhances the financial numbers with the help of digital marketing tools
.The purpose of the study is to access how the company LS and CG is approachable
to consumers via its digital presence. An outline study of on the company’s websites
conducted. The overall scrutiny helps the company. Detailed examination of social
media, websites, and search engine is conducted. The same has been compared
with industry. From the study it is observed that company has the digital presence
and is at moderate level. Basic digital marketing tools such as SEO, email marketing,
content marketing, and Social media marketing is in place. It is recommended for the
company to optimise its digital presence by exercising tools such as display
advertising, Video marketing, and SEM campaign. Chatbot is the new product
launched by the company. Currently the marketing team is trying to market the
product using various digital marketing tools. Search engines such as Google and
Bing are the paradigms that are used to facilitate the study. Using search engine, the
goal was to up held the company website at the top in search results. It is learnt that
clients can be attracted to the business by exercising digital marketing tools. The
structure needed for the website was reported. Constituents which form the
sophisticated website were learnt and the same has been implemented for the
company’s website. Navigation button in the website is given higher importance and
the necessary steps are taken to inculcate the navigation button. The main menu is
designed in such a way that, it should consist of, list of important product, back
button to homepage, direction to the next step button. Responsive design for the
website was evaluated and found that it fits all the resolution formats. Unique selling
point is another significant tool which makes the company sovereign with competitive
advantage. Email templates are prepared according to the various circumstances
and it is used by business and development team. Web analytics tool was practiced

Analysing the effectiveness of Digital presence for London Strategy and Consulting Group 1
in order to ascertain data related to digital marketing. Examination of effective
keyword was conducted. The platform that visitors are using to reach the website
was ascertained. Acquisition tool is used to verify that from where and when visitors
are arriving at company website from social media. Another important task
conducted for the company was Mobile friendly test. This test was conducted, in
order to check out how user finds the website ease to use. Auto mobile speed test
was conducted for the company . It was conducted in order to verify that, whenever
user clicks on the website how fast does website reloads in Mobile. The observations
made play compared with industry standards as well as beers digital marketing tools.
It was recommended to add client’s reviews in company’s website. The same is
being followed by peers and it is in power with industry. Currently the digital
marketing tools used by the company are at infancy stage therefore argumentation
of these tools Are required. Since effective utilization of unique selling point was not
practised by the company, therefore it is recommended to display unique selling
point in all the pages of website. When mobile page speed test was conducted, it
was observed that current speed stands at 55%.Therefore information on the same
is provided to the It lead team to rectify the issues and to maintain the speed criteria
of 80%.In mobile friendly test it is found that website is mobile friendly but
rectification on page loading issues has to addressed. .

Analysing the effectiveness of Digital presence for London Strategy and Consulting Group 2
CHAPTER 1: Industry And Company Overview

Chapter 1
INDUSTRY AND COMPANY OVERVIEW

1.1 Players in industry

In India, fintech is one of the disturbing markets with volatility. Even though
pandemic has battered most of the industries, still it has given opportunities to many
fintech players in India to get established in the market.

In the year 2021, segments like payments and lending have enticed higher funding
than the other segments like wealth, and banking. Comparing the funds received by
the sector, series g funding topped the chart – indicating that players want to play
safe with the fintech business models.

Players

1. Lendingkart

2. Moneytap

3. Instamojo

4. Razorpay

5. Paytm

6. Policybazar

7. Shiksha Finance

8. Pinelabs

9. Zestmoney

10. Epaylater

Analysing the effectiveness of Digital presence for London Strategy and Consulting Group 3
CHAPTER 1: Industry And Company Overview

1.2 Global scenario

London strategy and consulting group is a fintech firm. Fintech firm facilitates
banking and financial services using technology. The forecasted CAGR is expected
to be 23.41% for the period 21-26. Data mining and overwhelming usage of the
internet are expected to boost the market growth. Deploying artificial intelligence into
the fintech is said to be challenging when it comes to the growth of the fintech
market. Floating workforce as well as security market in developing economies are
said to increase the various opportunities during the forecast period.
Fintech market segmentation are as follows:
By technology -
➔ Robotic process automation
➔ Artificial intelligence
➔ Cryptography
➔ Cyber-security
➔ Data analysis
➔ Biometrics and identity management
➔ Mobile
➔ Block
By services -
➔ Payments
➔ Wealth management
➔ Insurance
➔ Personal loans
➔ Personal finances
➔ Fund transfer
By end users -
➔ Trading
➔ Hedge funds
➔ Trading firms
➔ Stock exchange
➔ Banking

Analysing the effectiveness of Digital presence for London Strategy and Consulting Group 4
CHAPTER 1: Industry And Company Overview

➔ Retail banking
➔ Investment banking
➔ Corporate banking
➔ Taxation
➔ Insurances
➔ Others
Geographical analysis:-
By geography, fintech market is divided into -
 North America
 Europe
 Adac
 Middle east and Africa
 South America
Since, London strategy and consulting group is situated in London, UK which in
turn belongs to Europe division. Cyber security is one of the significant challenges
the world is grappling. Fintech products calibrate themselves day by day to provide
high end and most secure cyber security solutions. Big players such as apple,
amazon, Facebook and Google are targeting financial services which in turn impacts
the growth of fintech market. Block chain technology is progressing rapidly by
providing high transparency and security. As per the pricewaterhousecoopers fintech
report by 2021,80% of financial organizations are planning to integrate into their
operations and 90% of payment companies have a roadmap to use blocking by the
end of 2021.
Opportunities: The potential growth in a fintech market by the type of service is
anticipated from the insurance market with a forecast of $15,343.3 million in global
annual sales by 2023. The potential growth in a fintech market by the type of service
provides in payment processor market $22,163.8 million in global annual sales by
2023.The potential growth in a fintech market by the type of technology, other
markets. With the high flare of up and down, crypto currency such as bit coin and
others are the products of fintech.
New technologies such as -
 Machine learning
 Artificial Intelligence

Analysing the effectiveness of Digital presence for London Strategy and Consulting Group 5
CHAPTER 1: Industry And Company Overview

 Behavioural analytic are said to benefit the fintech industry.

To save workforce costs and to address the basic issues, entities are using AI linked
chat bots to address these issues. Chabot’s are one of the vital products for fintech.
Nowadays every industry is in need of chat bots in order to resolve their basic
issues.

1.3 Indian scenario

Globally India has the 3rd largest fintech ecosystem. Global adoption rate for fintech
in India is 87% which prevails over the global rate of 64%. There are 2100+ fintech’s
in India. Around 67% fintech’s have been established in the past 5 years. Funding
has reached $10 billion from the last 5 years. Current valuations tend to be at $31
billion and it is forecasted to grow at around $84 billion by 2025 with 22% cagr.
Promising models to the industry are,
 Machine Learning
 Artificial intelligence
Sub segmentation in Indian fintech ecosystem includes,
 Wealth technology
 Payments
 Lending
 Personal finance management
 Insurance technology
 Regulation technology
Considering the month of May 2021, upi has connections to 224 banks and the
transactions are recorded at 2.6 billion with the worth of $68 billion. Totally there are
4 wealth and broking fintechs, 5 insure techs and 8 SAAS fintechs among 50+
fintechs in India. A large influx from domestic and international players such as Wal-
Mart, Google, and paytm is helping upi to grow enormously. Indeed these players
are dominating the segment.
Major investors are,
 Berkshire hathway
 Softbank
 Temask holdings
Analysing the effectiveness of Digital presence for London Strategy and Consulting Group 6
CHAPTER 1: Industry And Company Overview

 Visa
 MasterCard
 Revolt
 Nasper
 Tods
 PayPal
Concrete science, engineering technology and mathematics orientation have paved
the way for development of the talent pool in the sector.

1.4 Company overview

LS & CG offer fintech products and are situated in London. LS & CG provides
consultancy services to banks, telecommunication companies, financial institutions
and fintechs. LS & CG associate with mass market providers and users to develop
incubation labs, ui, ux design and also to facilitate technical support to modern
fintechs. When it comes to product and portfolio, LS & CG aims at applying rational
business strategies so that there is proper balance in the portfolio of the products
and also to optimize the resources.

1.5 Products and services

 B2b payment
 Chat bot
 Fraudify
 Open banking
 Transaction monitoring
 Finnovative dashboard
 Low code, no code
 Banking as a service
 SME lending
 Finalytics

Analysing the effectiveness of Digital presence for London Strategy and Consulting Group 7
CHAPTER 1: Industry And Company Overview

1.6 Competitors
 Manipay
 Vocalink
 Payment system Europe
 Portfoliometrix
 Fintech future

1.7 Swot analysis

Strengths Weakness
 Independent service provider.  Office located only in london.no
other branches available
 Low cost due to small group of
employees

 Wide product diversification

 15 days free trail is an added

advantage to gain customers.

 Certain products can be catered

to all type of industries.

Opportunities Threats

 Can avail schemes given by  More competition in the

government due to pandemic. industry.

 Since products do not require  Business may decline due to

physical installation, virtual pandemic.
business model can be adopted
during pandemic

Analysing the effectiveness of Digital presence for London Strategy and Consulting Group 8
Chapter 2: Introduction To The Task

Chapter 2
INTRODUCTION TO THE TASK

2.1 Task description

At the initial stage after signing into the company,

A. Training was given about digital marketing tools.
B. Training given on canva design software tool.

2.1.1 Job Title: Digital marketing intern

2.1.2 Job Brief: To apply the knowledge of digital marketing concepts that has been
studied in academics. To assist the team in analysing and improving the relevant
areas of digital marketing.

2.1.3 Duties and responsibilities:

After completion of the training, tasks assigned were as follows,
 To support the digital marketing team in daily administrative tasks.
 Assisting in marketing and advertising promotional activities.
 To design poster and videos for marketing the company and its products.
 Using digital marketing tools studying the company’s digital presence in the
areas defined by the company.

2.1.4 Relationships
Immediate boss: Mr.Debasis Chakraborty(CEO)

2.2 key individuals of the organisation

Name Designation
Debasis chakraborty CEO
Amanpreet singh Strategy consultant
Yash malhan Tech lead

Analysing the effectiveness of Digital presence for London Strategy and Consulting Group 9
Chapter 2: Introduction To The Task

2.3 Literature review

[1] The traditional definition of the digital marketing says that, it is a sort of marketing
which uses mediating tools such as websites, televisions, emails, mobile
communications etcetera. From consumer’s point of view, digital marketing helps
consumers to compare vital aspects of different products before purchasing.
For businesses, the uses of Digital marketing are –
1. Can target customers across the world.
2. Marketing consumers minimal cost
3. Through data mining, appropriate goals can be accomplished.
SEO is one of the predominant tools of digital marketing. Consumers who browse
online are about 85%. Optimizing the content, website design are some of the
functions that come under SEO. Being present at the top rank when searched
through Google is the optimal goal of many companies. In order to facilitate this pay
per click advertisement and ad words should be incorporated. Google ad words
seems to be business friendly, they won't charge any penny unless someone clicks
the website.
Content marketing - content marketing is similar to traditional marketing except the
method of propagating. Content marketing is delivered through blogs, e-book and
videos.
Social media - most of them on this planet are exercising social media for one or the
other reason. Social media is the only place where the maximum number of people
can be targeted. Content marketing can be done using social media as a vital tool.
Social media is one of the effective platforms to get feedback.
Email or text marketing - compared to any sort of advertising email or text marketing
is the cheapest means.

[2] Marketing is a process that never ends day by day. The process is getting
robust and updated for a business to be successful. Companies should consolidate
traditional and online methods. Online advertising has the capability to build brand.
Digital marketing can easily track return to return for the money spent on
advertisement. To deliver maximum results for business using digital marketing,
parameters such as navigation, speed and accessibility are required.

Analysing the effectiveness of Digital presence for London Strategy and Consulting Group 10
Chapter 2: Introduction To The Task

Market dynamics are altering day by day which is inflicted by overwhelming social
media usage by youngsters. Therefore the marketing professionals have to show an
inclination towards understanding online social marketing campaigns and program.
Blogs -blogs are also considered as effective digital marketing tool especially under
which consumers have shared their experiences, reviews for particular products has
impacted the sales.
SEO - Google has taken effective steps to circumvent the algorithm manipulation
and sites which are not qualified to appear on the top search engine result pages.
SEM- search engine marketing is also referred to as paid search marketing. The
SEM model is complex in nature. It has services such as pay per click, cost per
thousand impressions. The most popular platforms are Google words, Bing ads.
Digital display advertising- digital display advertising tends to be costliest among all.
It includes various formats such as text, image, banner, rich media, interactive or
video ads. All there can be customized according to the relevance. An expert is
required to drive this.
Mobile marketing: since the no. Of users is rapidly surging, it is significant to make
use of this tool to enhance sales. A direct message can be transmitted to the
potential client using mobile marketing.
Web analytics- data analysing is essential for any sort of business. Web analytics is
such tool which helps to collect, measure, understand, analyse, plan, report and to
predict the activities running websites.

[3] In recent days, advertising using social networking sites are getting more
eminent. Since businesses are battered by pandemic, companies are exercising
online platforms to create awareness for their products. Marketers are trying to
extract benefits from millennia’s by targeting them for social media advertising.
Growth in the area of internet users has paved the way for e-commerce players to
boost their business. Advertising, especially on social networking sites has the ability
to change the perception about the products .therefore detailed and robust scrutiny
is essential in determining the impact of electronic word of mouth on business. Wom
(word of mouth) is one such parameter in digital marketing which is considered to be
more credible. More than commercial sources, consumers are inclined more towards
informal wom.as technology and digitalization progressed, wom got transmitted to

Analysing the effectiveness of Digital presence for London Strategy and Consulting Group 11
Chapter 2: Introduction To The Task

electronic word of mouth. Electronic word of mouth includes channels such as

reviews, discussion forums, emails. Electronic word of mouth is more prevalent over
wom because of certain properties such as faster reachability and simultaneous
reachability for larger customer base. Social networking sites have become more
sovereign these days. It facilitates people to demonstrate the product characteristics
that they have recently purchased. With the help of social networking sites
constraints related to geographic and time have been eradicated with respect to
exchange product information. Consumers play significant role enacting different
roles while promoting electronic word of mouth such as opinion leaders, opinion
seeker, forwarders. The most popular global network sites as of 2021 are as
follows(statista) 1.fb 2.youtube 3.whatsapp 4.instagram as of 2021 , total number of
people using social networking sites have reached 3.78 billion countries such USA
and china has the fame of having most high profile social platforms.(statista) the
study is conducted to check whether the parameters such as social capital, tie
strength, homophile ,trust and interpersonal influence impacting the consumers on
opinion giving, opinion seeking and pass along behaviour. The result is found to be
as follows variables such as social capital, homophile trust and interpersonal
influence tend to have direct relationship with electronic word of mouth factors. The
other speculation that has to be analysed is that, when buying a product from
ecommerce website consumer examines review section and depends upon the
review given by stranger. In this case the above variables which are asserted as a
part of study sought to be sceptical in determining the electronic word of mouth
effects. Also on the contrary, a research conducted by Petter bae brandtzæg and jan
heim cites that the main motivation behind engaging in SNSS is to make, maintain
and foster social relationships. The most important reason was to get in contact with
new people (31%). The second most valued reason was to keep in touch with friends
(21%), and the third was general socializing (14%) it was found out that the
relationship of “experience of online review usage” , “perceived e wom credibility” ,
and “customer` susceptibility to interpersonal influence” as the determinants of
electronic word of mouth effect was very strong in terms of explanatory power.

2.4 Existing practices of the organisation

Analysing the effectiveness of Digital presence for London Strategy and Consulting Group 12
Chapter 2: Introduction To The Task

The company has its own website. The website is very basic with little graphics and
little organized. The visitors may find it as an average rated website. The homepage
is conventional type with information such as about, contact, products. However
separate section of testimonials is available for the viewer’s attraction.an infancy
level navigation setup available. Responsive design is constructed for website as
well as for mobile devices. The basic information about the company such as about,
vision, missions are available. Key performance indicators are used to measure the
performance of the objectives being set up for the marketing department. The search
for the website is organic. Website search is optimized with meta tags and tittles
match. Currently has social media page in LinkedIn, Instagram. Content marketing is
done using social media. Social media campaigning is done as per the road map.
Videos on mobile usage are made available on YouTube to help users.
Customers who show interest in the video or else liking the Instagram post will be
contacted. The company is more inclined towards email marketing. Standard email
templates are used. Quantitative and qualitative approaches are used in order to
make marketing decisions. Recently the business of the company has been
expanded internationally.

2.5 Definition of concepts included in the study

Digital marketing:Digital marketing is a marketing that uses internet and online based
digital technologies platforms to promote products and services.
Search engine optimization: search engine optimization (seo) is the activity of
enhancing the quality and quantity of website traffic to a website or a web
page from search engines.
Responsive design: It is an appeal to web design that makes the web content fit in to
the different screen and window sizes of different devices.
Unique selling point: it is a parameter in marketing strategy where a company
demonstrates its unique feature about the product which differentiates against the
competitors.
Segmentation: it is the process of segregating the business market into defined
clusters based on shared characteristics.

Analysing the effectiveness of Digital presence for London Strategy and Consulting Group 13
Chapter 2: Introduction To The Task

Touch point: it is a way where consumer comes in contact with business, either
through internet or physical means of communication.
Search engine: It is designed cloud software that facilitates web searches.
Crawling: it is a process where a software programme visits website and collects
data from it.
Indexing: It is the process where the collected data is categorized according to the
relevant information.
Ranking: The process of displaying the contents based on the defined sequence.
Content marketing: It is a sort of marketing where content is created, published and
shared to the required audience.
Organic search: It is said to be free listing of websites when the searched keyword is
relevant to the website.
Search engine marketing: It is a paid advertising where the particular websites are
promoted by increasing its visibility
Search campaign: Search campaign helps to place ads on vast network of Google
search results.
Email marketing: Promoting the products to a group or individuals using email.
Display advertising: Advertising on internet websites, apps, or social media using
various digital communication means.
Web analytics: Measurement, collection, analysis and exporting of website data to
scrutinize and improve the web usage.
E-commerce: The process of selling, buying, transferring goods and services
through internet
Social media: It is an internet based technology where communities are connected
virtually across the world in order to share the ideas and information
SEM auction: The process of auctioning the key words which advertisers likes to
make it appear in search results.

Analysing the effectiveness of Digital presence for London Strategy and Consulting Group 14
Chapter 3: Task Description

Chapter 3
TASK DESCRIPTION

3.1 Work plan

The company’s adoption with respect to the below topics should be examined.
Incumbent progress and recommendations for the improvement has to be submitted.

1. SEM
2. Search campaigns
3. Local listing
4. Social media marketing
5. Mobile marketing
6. Email marketing
7. Display advertising
8. Video advertising
9. Web analytics
10. SEO
11. Website scrutiny
12. Taking business online
Apart from these 3 posters, a promotional video has to me made using canva
software

Analysing the effectiveness of Digital presence for London Strategy and Consulting Group 15
Chapter 3: Task Description

3.2 Timeline of activities

Week 1 Training on Canva pro software

1. Setup canva pro training on canva
2. Custom dimensions templates toolkit alignment
3. Shapes scaling hierarchy styling
4. Social media design colour pallets enhancing tools
filters

Week 2 Training on fundamentals of digital marketing

Week 3 1.website scrutiny

2.Taking business online

Week 4 3.SEM
4.Search campaigns
5.Local listing
Week 5 6.Social media marketing
7.mobile marketing
8.Email marketing
Week 6 9.Display advertising
10.Video advertising
11.Web analytics

Week 7 12.SEO

Week 8 To create posters and video for promotional activities

Analysing the effectiveness of Digital presence for London Strategy and Consulting Group 16
Chapter 3: Task Description

3.3 Key activities in carrying out the task assigned

Website analysis:
When customers search with key words, it should match with website content
accurately and the business has the desire to appear at the top. To verify this
ranking of the company’s website was determined. Keywords such as London
strategy, LS & CG were used. The search engines used was Google and Bing. Even
though yahoo has got less audiences for the website ranking for the search engine
yahoo was also determined. The idea is to make website appear at the top in all
search engines. Certain parameters which are required for the website construction
such as phone number address, navigation button, phone number, product tab, are
evaluated. Peer’s and market leader’s websites were compared to verify whether the
company is updated as per the industry standards. Safe browsing test powered by
Google was also conducted to check the privacy protection of the browsers.
Graphics such as background colour, font, tab design, quality of the images of the
website observed to evaluate the attractiveness offered by the website to the
browsers. The significant component USP should be displayed in the website in
order to gain competitive advantage. Testimonials are the part of marketing, but it is
trusted by most of the browsers. Therefore putting up the testimonials on the website
has the probability of increasing the sales.

Search Engine Marketing:

As it is discussed in web analysis ranking plays a predominant role in grabbing the

visitors to the company’s page. When a word is searched through the web it is called
search query. Search engine matches the search query with the list that it has and
gives the relevant information.
The knowledge of the customer regarding the keywords typed to browse should be
analysed so that it matches with the content inside the website. Type of search
subscribed by the company is organic search. The company has managed to get the
website on the top of the organic results. This implies that website has used
appropriate keywords. There are many advertisers, who want to bid for the paid

Analysing the effectiveness of Digital presence for London Strategy and Consulting Group 17
Chapter 3: Task Description

search based on the bid, those companies will get the chance to advertise on the
relevant websites. When the user clicks on the ad , company needs to pay the bid
amount per click to search engine. This is called search advertising where the
company is mulling to adopt this and the same has been added to the business plan.
Google search console is a platform which gives feedback on how website is doing
in search results. It displays keywords that directed towards your website. If there
are any opposite /unrelated keywords, the same has been analysed for the
respective company. The result which is confidential is submitted to the company.
Blogs are the routes in order to place the keyword for a company. The results from
Google console, i.e keywords are used in the blogs written for the company. The
survey from the customers is conducted to examine the keywords used by them. The
length of the keyword is analysed. More the length, less the competition for the
corresponding keyword. Analysis conducted to check the repetition of keywords.
Keywords used by the people who did not buy any products are jotted down. Further
optimization is done considering the above parameters accordingly. Backlink is
another strategy to redirect website using link from other websites. Relevance is
another key factor that is to be viewed .Relevance with respect to keywords has to
be maintained in order to get the top rank in search results. The highest in the
numbers of website links present at other websites, the more popular and reliable is
the company’s website in the perception of search engines. This is facilitated through
good content written in blog. Enticing content is written in company’s blog with the
desirability of people sharing the link which in turn creates eminence. Since the
company has the plan to go International, website should be tailored as per the
indigenous languages. Suggestions have been given to the company to incorporate
language translation using local translator of the respective country. The formula to
find out the rank is, Rank=Highest bid x Relevance. Highest bid for the keyword is
rated from 1to 10, and relevance is defined by high quality score and is rated from 1
to 10.Things that constitutes a good keyword are relevance, traffic and competition.

The relevance should be more, traffic should be high and competition should be low.
SEM campaign: Grouping up of relevant words and adding it in the advertising is
recommended. There is an option to keep away wrong potential customers. The
negative words can be added to the console so that people who search using
negative key words are kept away.
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Google as well as Bing can help to verify whether the SEM is getting you the orders,
to count on that check,
 Who clicks on orders?
 Who downloads content?
 Who posts query?
 Who subscribes the email?
All these analytics can be checked through Google and Bing search engines. These
are all the signs of potential customers.
Local presence: Enhancing the routes which could lead business from proximity
needs to be emphasized. Such details include,
 Time
 Phone numbers
 Time frame
 Address
 Name
SEM can be modified as per the location. An example of getting advantage of listing
locally is that when a bike rider encounters a situation where the fuel of the bike is
drained out, if the petrol bank is advertise locally, chances of them being selected is
high , since it is relevant with respect to proximity. When the business is submitting
locally, websites should include business name, address, Phone number, working
hours, details on services. It is recommended to list it in all the search engines so
that it rules out the probability of not being selected. One more reason to incorporate
this is that identifying the search engine usage by the user is uncertain.
Social media: Business of the company has been listed in social Medias such as
LinkedIn, Instagram and YouTube. Social media is being used to promote the
products of the company. The CEO is made to endorse the products on social
media. This was exercised because CEO is considered to be more reliable and has
enormous connections across social media. The content marketing is also done
using social media. The information which can attract the clients is posted and
circulated across the social media. The main goal defined for social media handling
team is to,
 Alert the existing customers.
 Conquer the new clients.

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Chapter 3: Task Description

The road map for the Social media campaigning is created for 6 months.
Specifications are designed on,
 What to post?
 Where to post?
 When to post?
Paid promotion is added to the business plan. By using this business can be
targeted based on demographics. After completing the social media tasks it is
recommended to measure the performance using analytics as the feedback
mechanism. Based on the feedback results, judicious decisions can be taken. Those
reports can include data on biggest fan, who likes more etcetera. Google analytics
tool is considered as the one of the predominant social media monitoring tools and
the same can be used accordingly to access the feedback. To derive it in a single
line statement, Google analytics will be used to access what made the user to direct
towards the company’s website. The social media team is alerted to post ideal
number of posts as per time plan rather than uploading too less or too more posts.
The following tasks have been assigned to social media team.
 If someone is interested in our website, they should be provided with
additional information about the relevant object.
 To accept the negative feedback.
 To respond to comments on social media.

Mobile devices:
Since the number of mobile users are rapidly increasing it is important to fo the
company to host their business on mobile devices too. The website is made to work
on mobile devices by developing responsive site feature. This was accomplished by
collaborating with IT leads, software developers in the company. SEO for mobile
devices is available similar to websites.
The website was checked for mobile friendliness powered by Google. Mobile SEO is
used to optimise the speed. A map that directs the users towards the store was
generated for mobile devices. Launching of mobile app is in the road map of the
company and has decided to roll out in the month of December.

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Chapter 3: Task Description

Content Marketing:
Sharing the videos, blogs, pictures with relevant information about the products in
order to educate and reach maximum clients. This is similar to Television
advertising.
Steps followed to know the appropriate clients are,
 Segment the clients based on research.
 Check benefits from clients.
 Check which segment is more interested in particular product.
 Using Analytics tool.
The formats used are,
 Blogs
 Info graphics
 3. E-books
 Tutorials
 Testimonials
 Reviews
The right format is used according to the content. They are,
 To Educate
 To Inspire
 3. To Entertain
 To Convince
Separate ideas are constructed for online audiences. New contents are designed for
online audience. The blogs created are made to post in the social media. Similar to
social media, a clear road map is created for content marketing. Analysis is done to
find out the customers who are spending more time on particular websites. Content
calendar has been created and same has been circulated to the team. Different
channels are identified. Audiences for each channel have been defined.
After implementation, to assess the success of the campaign the following steps are
followed.
 Tools are used to access the information on the subject.
 Checking on the post which has received more views and likes.
 Metrics have been defined to measure the effect of content marketing.

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Email Marketing:
Initially, the data base of the customers is created. Segmentation is done based on
the customer’s preference. Emails are designed in such a way that it should exhibit
mobile friendly property. The emails are sent on rational time frame considering the
business hours overlap issues. Based on research it is said that emails has to be
sent on Monday morning and Friday night in order to make it notified to the
audience. Standard email templates are created and same has been used by
marketing team. Marketing team is informed to use personalised feature. Emails are
usually made use to pass on information related to the company’s products to
potential clients. Traditional email marketing asserts to display discounts using
emails. The same has been incorporated in the company. For Instance, a particular
product in the company called chat bot is offering 15 days free trial. The same
feature is encased and has been used in the email template.
Words and symbols that are circumvented using in emails are,
 Free.
 Specials, Percent Off
 Reminder
 4.!,$
The information provided in the mail is made short. The Link for the offers is made
clearly visible and easily accessible. The customer is not made to experience hassle,
hardship in accessing the free offers. This strategy tends to attract the customer.
The other important thing added in the mail is unsubscribe option. Customer should
easily access this option to get rid of the mails if they wish to without any hardship.
In the next part email campaigning is conducted using AB testing method. Under this
method, the customer base is clustered into 2 groups and identified as A and B.Th.
mail is sent to the 2 groups of people with varying subject , frequency and time. The
effectiveness for the same is monitored and finally optimal setting is used in the final
standard mail .The links in the email is provided in such a way that, the link directs
the clients towards the relevant page they are looking for rather than directing it into
the homepage.

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Following methods are used to calculate the success in email marketing

 Total email opened / Total mail received
 Click through/Total email opened
 Register/Click through

Video Marketing:
Earlier watching online videos required more internet data. Now it is not the same
case. Intent is cheaper and people are fascinated towards watching online videos.
Videos are created related to the products which have to be marketed. Later the
video shared through the following means,
 Emails
 Advertising on someone’s channel
 Videos shared by users, employees itself
A detailed procedure is followed when creating a video. First, to plan the outline.
Second, to create a story board that befits the requirements. Then to select the
location and resources required making the video. Next step is to recruit the people
required to make the video. Eventually to upload the video in defined sites. The
video created has to be informational, educational. Using the story boards to enact
the video is more approaching.
The final step is to promote the video, Preferably YouTube, instagram, LinkedIn and
emails are used as a mediator to share the videos. Hash tags are used to reach the
appropriate clients. Measuring the results is one of the vital steps flowed with the use
of any marketing tool. Views should not be bored watching the video, therefore short
videos are made. Users while scrolling out the videos, preview images are the one
which attracts them. Therefore befitting preview image should be used in the outline
of the video.

The following are the steps used to measure the results

 Checking on likes and comments.
 Analytics view on location, popular video.

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Chapter 3: Task Description

Web Analytics:
Business that is being marketed using digital marketing tools are evaluated using
web analytics .Data is accessed on parameters such as metrics, dimensions to
measure and conversions. The data of visitors collected using web analytics is
stored in the data base system of the company. The considered positive results
obtained from the web analytics are ,
 Signing the newsletters
 Reservation
 Shared content
It also shows the points where the business is weak at. In order to make marketing
decisions both quantitative approaches as well as qualitative approaches are used.
Google analytics is used as a tool under quantitative approach and direct customer
survey is used as a tool under qualitative approach.

Expanding Internationally:
The products of the company are in line to get clients internationally. Different
countries and places is made targeted. Trend analysis is made on required location
where the products are targeted and marketing plans and tools are used accordingly.
Legal challenges have already been addressed by the legal department and the road
is made clear. Examining the people’s interest on various products especially from
foreign countries is highlighted. When it comes to webpage creation as per the
country’s culture, rather than translation local translators are used. Keywords have to
be scrutinized with respect to the particular location. There is always a particular
social media which is eminent and it varies across countries. Identification of such
social media is significant in order to market the products. More attention is given on
local supplier and supply chain in order to eradicate legal restrictions. Employee from
that region working in the company will benefit the company. Payment method varies
across countries. Therefore dedicated payment process has to be constructed as per
the location.

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Chapter 3: Task Description

3.4 Description of tasks or objectives that you accomplished and

those you did not accomplish

Tasks accomplished.
 An applied digital marketing tool to assess the basic digital presence of the
company and same has been reported.
 Successfully created 3 posters and a video which is shared by the CEO in
LinkedIn

Tasks that could not be accomplished are,

 Analysis on mobile marketing through app was not possible since the unique
app for the company did not exist.
 Analysis on building e commerce was not possible since products offered by
the company was not deliverable

3.5 Description of relevant training received

1. Training received on Canva pro software-Graphic design tool.
2. Training received on fundamentals of digital marketing.

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Chapter 4: Analysis Of Job Performance

CHAPTER 4
ANALYSIS OF JOB PERFORMANCE

4.1 Challenges faced

 1.Could not get some inputs from the company like USP, organization and
products detailed information.
 2.The credentilas to login to the website as a owner waas not available.
 The above problems weere addressed by the CEO through mail.

4.2 Concepts covered in class that came in handy to work

Cons of Internet:
Whatever may be the media, all are using Internet as a source
 Online to print
 TV using Web sites
 Radio Web sites
As there are many pro’s one cannot discard the cons of Internet. The internet cannot
control rumors and bad impression from spreading. Companies can easily
counterfeit parts using other company logos
Therefore Duties performed by companies to circumvent from the above issues
happening are,
 Protection of their brands.
 Hiring tech people to search for the rumors, news.
 These issues can also be monitored by outsourcing to the companies such
as eWatch and NetCurrents

Internet, Intranet and Extranet:

Departments inside the company are connected through Internet
Company connected with suppliers and customers are called Extranet.
The world is connected with company through Internet.

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Types of Online media:

 Paid media
 Owned media
 Earned media

Types of Online Presence:

1. Transactional e-commerce site

Manufacturers and service providers offer their products for purchase through online.
The contribution to the business is through sale of products. The site also provides
information to the customers who like to buy the products through online as well as
offline.
2. Lead generation website
These websites provide information to encourage purchasing and build relationships.
Products are not available for buying through online. The business contribution is
through exhorting offline sales, generating leads from potential customers.
3. Brand Building sites
Provides experience to support the brand Products are not available through online,
although may be merchandise. The business is supported by content marketing
integrated with social media posts. These websites fits when the products have low
value and high volume.
5. Portal site
The main purpose of this type of websites is to provide information and content.
The portal refers to Search engines, directories, news, blog content, shopping,
comparison. Intermediaries have different ways for generating revenues such as
advertising; commission based sales, pay per view.
6. Social network or community site
It follows C2C model which offers community interactions between consumers.
Interactions consist of posting comments, sending texts, ratings, tagging. Popular
sites include Facebook, Instagram, LinkedIn. Apart from social network sites
interactions can be collaborated through application programming interfaces.

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Prace Framework:
1. Plan: It involves going through marketing fundamentals such as segmentation,
customer exploration, positioning and development
2. Reach: Creating awareness about the company’s products through main sites,
microsites, social media sites.
3. Act: Knowing about the customer further more when the customers reach
company’s site. In this stage exploration of company’s products, finding products,
reading blogs. It’s about building relationship by content marketing and clear
navigation.
4. Convert: The stage is said to be in conversion when clients generate value for the
business. It is all about reaching marketing goals such as sales.
5. Engage: Strengthening customer relationships through word of mouth.

Search Engine Marketing:

When user types specific keyword, user will be directed to relevant website.
Two important functions of SEO are,
 To improve search ranking of the company’s website
 Paid search marketing.
SEM is ideal for targeting customers at the moment of intent. Even a small company
can be made look hobnobbing with big companies.

Opt-In email:
Renting mail lists
Building own in house email list
Sending e newsletters or email campaigns.
The main aim of email marketing is to create brand awareness, offerings to gain
leads.

Social media marketing:

It is ideal if social media marketing is collaborated withal the communication
approaches .Social media helps to and messages and comments through social
media networks where word of mouth is possible

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4.3 Extra concepts learnt

1. Website Analysis
 Ranking optimization
 Selecting key words
 Bidding process for keywords
 Working of websites
2. Search Engines
 Working of search engines
 Organic search
 Mobile friendly test
 Page speed testing
 Google search console
 Back links
3. SEM auction
 Ranking calculation
 SEM campaign
 Impact of negative keywords
4. Social media marketing
 Measuring the results using analytics tool
 Paid promotion
5. Mobile Devices
 Mobile marketing
 Mobile web
 Apps
6. Email marketing’
 Basics
 Crafting good emails
 Measuring success
7. Video Creation
8. Building online shop
 E-commerce
 Payments facilitators

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Chapter 4: Analysis Of Job Performance

4.4 Observations on the practices observed in the organisation vis-

a-vis the practices understood through academic inputs in the
courses.

Customer touch points: At any point of time potential customer comes in contact with
the business through any mode of communication. When customer is persistently
comes in contact with touch points he creates more value and it implies that he has
more interest towards the product. It is observed that LS & CG had map of customer
touch points. The map included points such as social media, Digital marketing
content, point of sale, email.

Unique selling point: With the basic information of USP learnt in the course, the
same term has been observed in the company. As mentioned by the CEO 15days
free trial offered to the clients is considered as the USP that segregates the company
from the competitors. Clients also have the option to discontinue the product after
the free trial.

Lead generation website: It is observed that company has lead generation website.
Clients cannot buy the products through the website.LS & CG website consists of
information regarding the products offered, contact information, testimonials.

Social media marketing: In order to educate the clients, posts is being shared via
Instagram, LinkedIn and YouTube.

Similar to PRACE frame work PDCA cycle is being adopted by the company in all
departments. Where P stands for Plan, the main goal here is to Identify Plan for
campaign. D stands for Do; it is to design the ads as per campaign plan. C stands for
Check, the goal here is to check for the correction if exists. A stands for Act, where
the plan is executed and the entire model is standardised.

Email marketing: As defined under concepts learnt in class, company uses email
templates to target the clients. Emails are sent to potential clients across various

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Chapter 4: Analysis Of Job Performance

countries. Sales and Business development teams are also using Email marketing
as a tool.

Marketing Funnel: The pattern of marketing funnel is followed in the company. The
sequence of steps that consists of
 Awareness
 Interest
 Consideration
 Intent
 Evaluation
 Purchase
are followed in the company.

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Chapter 5: Summary Of Learning’s And Recommendations

CHAPTER 5

SUMMARY OF LEARNINGS AND RECOMMENDATIONS

5.1 Summary of Learning’s

Whatever may be the business, the main goal of the entity is to let people know
about the products and services they are offering. Along with traditional marketing
creating online presence for the business is one of the vital tasks that every
company should emphasize.
The company London Strategy and Consulting Group has provided enormous
learning to the interns. As an Intern things learnt from the work experience are,
 Basic understanding of creating online presence.
 Different ways where the website can be used to attract clients.
 Design structure needed for websites.
 Ingredients for the website.
 Design for the main menu.
 What are the uses of taking business online?
 How to stand away from competition?
 Understanding consumer behaviour.
 Working of search engines.
 Importance of SEO plan.
 How to choose keywords for SEO?
 Setting goals for SEO.
 Making the website search friendly.
 How to make other websites work for you?
 The power of local directories.
 Social media basics.
 Selection of right social media.
 Advertising on mobile.
 Why content marketing is important?
 Email marketing basics.

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Chapter 5: Summary Of Learning’s And Recommendations

 How to craft great marketing emails?

 How retargeting works?
 How to create online video for marketing?
 Promoting videos?
 Importance of web analytics.
 Entrenching with data cycles.

5.2 Career in digital marketing

Role called Digital marketing specialist is under top 10 demanding jobs. Pandemic
has infected the business to go online. The effectiveness of work from home has
been highlighted. All businesses have realised that in order achieve greater sales
listing the business to digital mode is significant. Digital marketing id getting popular
and almost all the products and services are using the path to advertise. With this
industry is climbing new threshold every often. As long as products are needs for the
people, advertising and marketing is required. Increase in the number of users
implies that demand for digital marketer is rising too. To achieve the return on
investment customers are paying for the skilled people who make them gets return
by implementing digital marketing strategies. Importance’s of digital marketing are,

 Encouraging buyers
 Bolstering brand reputation
 Responsive websites which is equal to mobile traffic
 Generating conversions
 Less cost
 Target the right audience
 Results are measureable and usable to make decisions.

Whatever the efforts that is being put up to produce a product has to fructify results.
In order to achieve this marketing, especially digital marketing is vital. Without
marketing the product is redundant. How much ever the technology gets
sophisticated still marketing is required to sell the products. With the improved
technology digital marketing fits the position to get returns. Therefore one can
conclude that marketing is never ending and persistent. And there is always demand

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Chapter 5: Summary Of Learning’s And Recommendations

for the domain continues. With the updating in the market new ideas, thoughts are
being generated at digital marketing sector. Business analytics is important in digital
marketing sector.

The same is being taught as inherent course in the universities for the students
pursuing PGDM/MBA. Therefore the skill comes handy to the students to get into the
digital marketing sector. Remote working has paved the way for unveiling the
creativity. Digital marketing jobs are not slave to MNC culture .On the contrary it has
provided autonomy to the employees.

5.3 Initiatives taken

Exhibiting self-interest, the following tasks has been conducted for the company.

 Mobile friendly test.

 Page speed test.
 Keyword analysis using Google search console.

5.4 Recommendations
 It is recommended to add client’s reviews in company’s website. The same
has been followed by peers and it is in par with Industry trend.
 Navigation button should be added to the website.
 Graphics and web design of the website needs to be improved.
 It is highly recommended to display unique selling point in the website.
 Current page speed is 55%.Above 80% is ideal.
 6. In mobile friendly test it is found that website is mobile friendly but
rectification on page loading issue for 8 pages are recommended.

Analysing the effectiveness of Digital presence for London Strategy and Consulting Group 34
6. BIBLIOGRAPHY
 Dr.Ennala Deepaa, Dr.M. Geetab.Et. al., D. E. D. (2021). DIGITAL
MARKETING A CATALYST IN CREATING BRAND IMAGE THROUGH
CUSTOMER. Turkish Journal of Computer and Mathematics Education
(TURCOMAT), 12(4).
 2. Bayer, E., Srinivasan, S., Riedl, E. J., & Skiera, B. (2020). The impact of
online display advertising and paid search advertising relative to offline
advertising on firm performance and firm value. International Journal of
Research in Marketing, 37(4), 789–804.
 3.Consumer, D. O. F., In, M., & Networking, S. (n.d.). International Journal of
Advertising.

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