SUMMER TRAINING PROJECT REPORT

ON

“WEB DEVELOPMENT AND DIGITAL MARKETING”

BBA|mantra
(www.bbamantra.com)

SUBMITTED TO

INSTITUTE OF DEVELOPMENT STUDIES

In partial fulfilment of the requirements of Masters in Business Economics

Supervisor: Internshala Team

Start Date of Internship: 6th June, 2016
End Date of Internship: 31st July, 2016

Submitted by:

Vikas Choudhary

UNIVERSITY OF LUCKNOW, LUCKNOW

1
 TO WHOMSOEVER IT MAY CONCERN

This is to certify that the Summer Project Study Report, Titled

―…………………………………………………………………………………
………………………………………...............submitted by Mr./ Ms.
…………………………. as partial fulfilment of requirement of the two year
Masters in Business Economics (2015-2017) is a bonafide work carried out by
the student at our Institute.

This Summer Project Study is his/her original work and has not been submitted
to any other University/Institute.
Prof. …………………………

Project Supervisor
Date:
Place:

2
To

(Internship Supervisor)

Subject: Submission of Internship Report

Dear Sir/Madam,

It gives me enormous pleasure to submit the internship report on “Formulating

and executing Web development and Digital Marketing strategy for BBA|
mantra” as per your instructions. I expect this report to be informative as well
as comprehensive.

Working on BBA|mantra was a great learning experience for me. I feel that the
immense knowledge and skills I acquired during my training period will help
me a lot in my career. With my limited knowledge, I have tried my level best to
prepare the report worthwhile.

Your acceptance and appreciation would surely inspire me. For any further
explanations about the report, I will be gladly available to clarify the ins and
outs.

Thanking you

Vikas choudhary

Master in Business

Economics Institute of development studies,

Lucknow University

3
 REPORT DATE:

PREFACE

This report documents the work done during the summer training program on
BBA|mantra website under the supervision of Internshala Team. The report first
shall give an overview of the tasks completed during the period of internship
with technical details. Then the results obtained shall be discussed and analysed.
Report shall also elaborate on the future strategies which can be pursued as an
advancement of the current work. I have tried my best to keep report simple yet
technically correct. I hope I have succeeded in my attempt.
Vikas Choudhary

4
CERTIFICATE FROM COMPANY

5
 STUDENT DECLARATION

I Vikas Choudhary student of Lucknow University, batch (2015-2017) declare

that the project entitled “Web development and Digital Marketing for BBA|
mantra” is my own work conducted under the supervision of Internshala as a
partial fulfilment of Summer Training Program for the course Masters of
Business Economics, at Institute of Development studies.

I further declare that to the best of my knowledge the project does not contain
any part of any work which has been submitted for any other project either in
this institute or in any other without proper citation.

Place: Lucknow

Date: Signature of the Candidate

6
 ACKNOWLEDGEMENT

I would like to express my gratitude to Internshala for providing and equipping

me with essential knowledge, skills and opportunity while working under their
guidance.
Internshala virtual training program on web development and digital marketing
immensely helped me to gain professional experience and understand the
essential concepts and tools of web development and digital marketing.
My sincere thanks to the training team at Internshala, which gave me complete
freedom to work and helped me by providing valuable inputs and ideas right
from the selection of the topic for the project till its successful completion.
The successful completion of my project would not have been possible without
the dedicated support from all my mentors, family and friends.

Thank you,
Vikas Choudhary

7
 TABLE OF CONTENTS

S.No. Title

1 Acknowledgement
2 Executive Summary
3 Company Overview
4 Project Overview
5 Scope and Objectives of Project
6 Problem Statement and Solution
7 Project Limitations
8 Website Overview
9 Literature Review
10 Project Methodology
11 Project Plan
12 Website Analysis
13 Content Writing
14 Digital Marketing
15 Website Development
16 Performance tracking
17 Achievements
18 Recommendations
19 Gains from Project
20 Conclusion
21 Bibliography
22 Appendix A: Abbreviations
23 Appendix B: Website Before & After
24 Appendix C: Website Analytics

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 EXECUTIVE SUMMARY

All businesses, corporations, and organizations today make use of websites,

blogs and online campaigns as means to communicate, broadcast and interact
with their broad spectrum of users. As computer and internet resources grow,
the opportunities and possibilities a website brings are invaluable.
Keeping this in mind, my aim for this summer training program was to create,
maintain and grow a website from ground up and to learn various web
development and digital marketing skills that are relevant today and master
them.
For this purpose I chose to pursue a 12 weeks training program in web
development and digital marketing from Internshala. The supervising team at
Internshala gave me complete freedom to choose my own project and thereby
‗learn by doing‘. Under the guidance of the Internshala team I worked on the
website www.bbamantra.com with the objective of creating a small community
for helping management students with their studies.
The first phase of my training program was to get familiar with the web
development and digital marketing environment through training modules
provided by the Internshala team and conduct a preliminary research for the
website I wish to develop and promote.
In the second phase, I started working on the Wordpress Content Management
System and created webpages for the website. Before creating webpages I had
to plan and write the content for the website and also develop a content
marketing and web designing strategy for the website.
Phase three started after the development of the website, and then I was
responsible for formulating and executing a digital marketing strategy for the
website with the aim to increase online presence and visitors for the website
among targeted audience.
The last phase of the training involved use of various online tools and
techniques to measure the results, track performance, and suggest future course
of action for the website. I was able to increase the visitors on our website. This
was a great achievement for me as the main aim of the project was to increase
user traffic on the website.
Along the whole process I got ample opportunities to learn and apply my
knowledge which helped me a lot to contribute towards the growth of the
website and I also improved my writing skills, creative abilities, technical skills
and achieved complete digital literacy which was my initial goal.

9
 COMPANY PROFILE

India is the second largest country when it comes to the number of graduates
who pass out every year, yet some of the reports say that less than 18% of
graduates are actually employable. Many experts believe that there exists a huge
gap when it comes to the skills and exposure levels of fresh students that pass
out of colleges. Internshala was founded with the aim to curtail this gap.

Internshala is today India‘s leading portal for internships for students.

Interestingly, Internshala was started by a bunch of interns back in 2011.
Internshala was started by its founding team with the mission to bring a culture
of meaningful internships in India. Because Internshala had little capital to
invest during its formative years, the founding team of Internshala hired interns
to control the core functions of their initiative. The decision to let interns control
the core functions of the company, according to their team, ―changed the DNA
of Internshala forever‖.

―Having interns as its core team helped Internshala truly understand the
students‘ aspirations and how we, as a platform, should operate in a way that
builds trust and helps us create a wow factor among students. For instance, right
from day one, Internshala has been paying a stipend to its interns because they
understood that the interns want to be valued for their contribution and a small
stipend goes a long way in saying thank you – an advice that we give to all the
other startups who now hire interns through Internshala,‖ said Sarvesh Agrawal,
founder of Internshala.

Overtime Internshala has grown, and today more than 5000 companies hire
interns through Internshala and more than 1.5 million students visit the website
every year; more full time members have joined the team but interns continue to
play critical roles in all its functions even today with about 50% of the current
team still made up of interns.

10
Internshala is different things to different people-

For million plus students struggling to get a meaningful internship every year,
Internshala is a friend, a mentor, an affectionate senior, and a boon.

For thousands of organizations that use Internshala to hire interns, we are a

pleasant surprise, a benchmark of the world standards in customer service.

For outsiders (a chance visitor, media, investors, friends and acquaintances)

Internshala is the next big thing coming out of India‘s start up stable.

But internally, we are a bunch of entrepreneurs trying to solve a very hard

problem – the (near) failure of India‘s education system.

11
 VISION & MISSION

Internshala is a dot com business with the heart of dot org.

At the core of the idea is the belief that internships, if managed well, can make a
positive difference to the student, to the employer, and to the society at large.
Hence, the ad-hoc culture surrounding internships in India should and would
change. Internshala aims to be the driver of this change.

TENETS INTERNSHALA LIVE BY

DREAM BIG
MAKE IT HAPPEN
DO THE RIGHT THING
HAVE FUN AT WHAT YOU DO
USERS AT THE HEART OF EVERYTHING WE DO
SEEK & GIVE FEEDBACK AT EVERY OPPORTUNITY
KEEP IT SIMPLE
BE JUGAADU (RESOURCEFUL) & KANJOOS
(FRUGAL)
ON TIME, EVERY TIME
CLEANLINESS IS GODLINESS

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PRODUCTS & SERVICES

Internshala offers following products & services to its users:

Internship posting: Organization & individuals looking to hire interns can post
their internship requirement on Internshala. Currently this service is offered free
of charge.
Internship search and application: Students from all over India can search
and apply for internships and trainings relevant to their coursework and interest
free of cost.
Internshala Virtual Training Centre: Internshala offers a variety of online
training programs across multiple disciplines (Web development, Java,
Hacking) which students can join from the comfort of their homes and learn the
skills needed in today‘s industry.
Advertisement: Internshala enjoys a very strong reach among students in
campuses all over India and organizations looking to advertise their products,
services, events and competitions to college students can avail of customized
advertising solutions on various Internshala channels (Website, Newsletter, and
Social Media).

Internshala Virtual Training Centre offers various online training program in the
following:
Programming Core Engineering Management
Android Training IoT Training Analytics Training
Programming with C and AutoCAD Training Digital Marketing
C++ Training
Web Development Robotics Training Excel Training
Training
Hacking VLSI Training Tally Training
Python Online Training Image Processing:
SimpleCV
Core Java Online
Training Angular JS
Ajax, jQuery & JS

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TRAINING DETAILS
The Online Web Development Training by Internshala is a 6 weeks training
program in the fields of HTML, CSS, Bootstrap, PHP and MySQLi.
Following are the details of this training:
HTML/BOOTSTRAP - Getting Started, Introduction, HTML Editor, Tags &
Elements, Attributes, Formatting, Links, Head Tag, CSS, Colors, Images,
Background Images, Tables, Lists, Block Elements, Forms, Iframes, Media
Queries, Bootstrap – Introduction, Navbar, Grid/forms, Modal/Panel, Tables
PHP - Getting Started, Introduction, WampServer, Variables, Strings, If-else
Statement, Switch, Arrays, For-while Loops, For-each Statements, Functions,
Forms, PHP E-Mail, Sessions, Header, Include, Resources
MySQLi - Getting Started, Introduction, Create Database, MySQLi Connect,
Create Table, MySQLi Insert, MySQLi Select, MySQLi Update, MySQLi
Delete
PHP Advanced - Getting Started, Form Validation, E-mail Validation, Form
Injection, Rand Function, Password Encryption, Hashing, MD5 Function, Web
Development Interview Questions, Hosting your website

The Internshala Online Digital Marketing Training is a 6 weeks program in the

field of web analytics, email marketing, search engine optimization, search
engine marketing, advertising and social media marketing.
Following are the details of this training:
Web Analytics & Email Marketing - Creating a blog, Creating Google
Analytics Account, Implementing Google Analytics and Real time Reporting,
Understanding Metrics, Audience Reports, Acquisition Reports, Behaviour
Reports, Conversion Report, Email Marketing
Search Engine Optimisation - Importance of Search Engine, How does a
Search Engine Work, Page Rank, On Page SEO, Off Page SEO, Tools for SEO
Search, Display, Video & Mobile Marketing - Paid Marketing basics, Google
AdWords, AdWords Auction, Bids and Budget, Keywords, AdWords Account
Structure, Display Advertising, YouTube Marketing, Mobile Marketing
Social Media Marketing - Inbound Marketing, Facebook Marketing, Twitter
Marketing, LinkedIN Marketing, Quora, Pinterest and Instagram, Hootsuite,
ROI in Social Media, Social Listening

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 PROJECT OVERVIEW

The main idea is to create a dedicated website that would provide a complete
solution for management students and graduates to learn, as well as a potential
advertisement platform for the education sector, which assumes a basic seeker
provider model. This website will allow Management students/graduates and
potential educational institutes to have access to a dedicated website, consisting
of students/graduates seeking study material, skills and information related to
management sector. The site will hold details of various internships and training
programs will allow users to search and choose providers.
The technical challenges of designing and developing a web page are only one
aspect of this project. Major part of the project is to acquire the desired
knowledge, skills and experience to build a website, based on the examination
and analysis of user requirements and market needs.
The website will be controlled by a small group of individuals who intend to
help both students and educational institutes.

SCOPE OF PROJECT
Increasing web presence and traffic of the website by developing webpages and
providing notes, articles, ebooks, tutorials, projects and presentations for BBA
students

AIM OF THE PROJECT

 Create an aesthetic user interface and making it an enriching experience
for website users
 Develop a digital marketing and social media strategy for BBA|mantra
 Preparing the website for autumn examinations
 To increase traffic by more than 50%
 To increase website email subscribers
 To create an online presence

15
PROJECT OBJECTIVES
The final deliverable of the project is an Information based website. However,
there are some vital objectives, which should be accomplished, in order to allow
the completion of the project. These are:
 Conducting an overall site audit and Brainstorming for fresh content
 Writing and publishing articles and presentations on the website
 Redesigning the website www.bbamantra.com
 Developing and optimizing the website for high performance
 Taking Digital marketing measures to increase traffic
 Monitoring and Measuring website performance

PROBLEM STATEMENT
“To redesign the www.bbamantra.com website and implement digital marketing
strategies to increase online presence and visitor traffic”

PROBLEM SOLUTION
Due to the constantly changing guidelines and practices in the digital world, it is
not easy to determine the best strategy to stand out in the digital market, as there
are no standard solutions that work for all websites, each website has to conduct
its own research and planning in order to effectively drive traffic using the
available options. The solution to the problem in hand was to drive user traffic
through fresh content and effective digital marketing strategies to the website.
For this purpose the existing website will be redesigned and fresh content will
be published on the website, efforts will be made to carry out appropriate digital
marketing measures which will increase the online presence of the website and
drive more targeted traffic.

PROJECT LIMITATIONS
The sole responsibility of all the tasks under the project lies with me, therefore
lack of time and manpower is the biggest constraint. In order to carry out the
project successfully I require a powerful computer, various software packages,
online tools and a High speed stable internet, which will limit the development
process if not available. All the resources required for successful completion of
the project are limited by time, budget, power and technological constraints.

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KEY FEATURES AND FUNCTIONAL DESCRIPTION OF THE
PROJECT
The project involves using various web technologies in a systematic manner in
order to achieve desirable results. The various tools and resources that were
used to create bbamantra website along with their use are as follows:

Tools/Resources/Software Use

Hostgator - cpanel Server setup

WordPress content management

To Create Webpages
system

Small Seo Tools – Plagiarism Checker Check Duplicate Content

Youtube.com Aggregate Video Tutorials

Canva.com, Adobe Photoshop To create web graphics

Collect email lists and create email

Mail Chimp
campaigns, track subscriber growth

Submit sitemaps, check website seo

Google Webmaster Tools
performance

Google Analytics Track Website Performance

Facebook & Twitter Leverage Social Media

Web Ceo Track SEO performance

GTmetrix Check Website Speed

Google Page Friendly Test Check Website Mobile Compatibility

Sinium Seo App Check Website worth

17
 WEBSITE OVERVIEW

www.bbamantra.com

BBA|mantra, as the name suggests, is an online platform specially built for

BBA students to help them with management studies. It came into existence on
August 2011 with the aim to be a one stop search engine for everything related
to management studies.
With the belief that knowledge should be free and accessible to all, this website
was built by a small group of management students who contributed their
academic articles and projects towards this cause. The website features a
reliable collection of Notes, Ebooks, Articles, Project, Presentations and Video
Tutorials for more than 25 subjects which have been compiled from a variety of
notes, books, case studies, guidance from management teachers and the various
internet sources to make management study a joyride for students.
BBA|mantra`s main objective is to help, guide and provide management
students with relevant study material and information related to management
studies that will help them to understand the core concepts of management
subjects and efficiently pursue their management degree.

VARIOUS OFFERING OF BBA|MANTRA:

• Notes on Management Subjects
• Projects and Presentations
• E-books
• Video Tutorials/ Lectures
• Information regarding the BBA degree
• Information regarding Books, Abbreviations related to management
studies
• Blog for management students
• Internship search and information
• Information on Skill Training Programs available in India

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 BBA|MANTRA - REVENUE MODEL

Initially BBA|mantra aims to build a targeted audience for the website which
amounts to at least 1,00,000 monthly visitors. After reaching this target the
website will take various measures to earn revenue. The various measures that
can be used are:
 Displaying generic ads through a Google Adsense Account
 Displaying affiliate ads through portals like Vcommission, Opicle etc.
 Affiliate digital products and services like ebooks, training programs,
online services
 Promoting relevant websites though referral programs
 Promoting digital products through paid reviews
 Selling ad space to display networks
 Launching an online store to sell digital notes and paper books
 Converting the current site into a membership site and charging a small
fee from members
 Commissions on promotions though email marketing

19
 SWOT ANALYSIS

SWOT analysis (alternatively SWOT matrix) is an acronym for strengths,

weaknesses, opportunities, and threats—and is a structured planning method
that evaluates those four elements of a project or business venture. A SWOT
analysis can be carried out for a company, product, place, industry, or person.

Strengths Opportunities
Healthy organic traffic Selling Targeted ad-space
Custom and specific information Email marketing
Online store for Digital publications and
Easy to use, understand & navigate
management books

Good page load time (speed) Affiliate and promote targeted products

Review online courses and training

Well optimized website
programs
Social media presence Google Adsense program
Targeted traffic Growth of Blogging Industry
Decentralized Decision making
Weakness Threats

Competitors: BBAexperts, Enotesmba,

Limited budget and manpower Marketing91, managementstudyguide,
managementparadise, quick mba, nptel

No advertising and promotion Hacking and other security issues

Lack social media reach Redundancy of Content
No tie-ups big known players Plagiarism and Duplicity of content
Poor Web server Google Penalty
Server/CMS/Plugin Crashes and
Incomplete content
conflicts
Slow growth

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 COMPETITION ANALYSIS
There are various websites that provide educational material for students.
Scribd.com and slideshare.com are the market leaders in this category. As BBA|
manta is still underdevelopment evaluating the competition by comparing it
with the industry leaders will not produce any useful information. Therefore for
the purpose of studying the competition the immediate competitors were chosen
and the competition was analysed by comparing relevant statistics of bbamantra
website with its competitors. Online tools like Similar Web, Web CEO and
SEM Rush were used for this purpose.
Since the main traffic channel for the website was organic traffic, hence the
analysis was done on the basis of top 2 keywords the website wanted to rank for
and the following results were obtained after the completion of this project.

WebCeo Competition Analysis Report (11.1.2017)

On the basis of our analysis we determined that our website ranked 6 th for the
chosen keywords outperforming some of its close competitors like
bbaexperts.com and enotesmba.com, but more efforts were required to give stiff
competition to strong competitors like slideshare.com and scribd.com. However
as all competitors have large number of pages while bba|mantra.com has only
412 pages a lower traffic score as compared to major competitors was expected.
Hence efforts must be put to publish fresh content on the website which will
help to compete with close and major competitors.
Major Competitors: Slideshare.com, Scribd.com
Close Competitor: Managementstudyguide.com, bbaexperts.com

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 LITERATURE REVIEW

The continuous growth and the rapid changes in the web development sector,
make the task of building a website much more challenging. Various methods
have been developed over the years, which try to formalize the process of
designing and building a website and are tailored to the unique nature of the
Web. A number of these methods are presented below, in an attempt to
conclude on the best approach to be followed for building a website.

WEBSITE DEVELOPMENT METHODOLOGIES

Laudon and Traver have proposed a five-step life cycle of developing a website:
(1) Website analysis/planning - In this step the website objectives are
identified, in order for the project to have measurable targets and
achievements. Also some functionalities of the system that the system
must produce in order to achieve the business objectives, are defined.

(2) Website design - In this step the main components of the system and
their relationship to one another are described. This phase consists of the
logical design, where functions that are going to be performed, databases
that are going to be used, security procedures and controls to be used, are
all specified. This phase also includes the physical design, which is the
materialization of the logical design.

(3) Building the system – It involves execution of the various tasks planned
in the above steps.

(4) Testing the system - Once the designing is complete the website has to
be thoroughly tested. Unit testing involves the testing of the website‘s
modules. System testing aims to test the site as a whole and ensure its
functionality for the user. Acceptance testing is used to verify that the
system meets the business objectives that were defined in the system
analysis phase.

(5) Implementation and maintenance - This step is very important, since

websites, as any other software, may break down. They need continuous
checking, testing and repair. A perfectly designed website, which is often
unavailable due to technical reasons, is not a successful one.

22
This process, described by Laudon and Traver is very abstract and does not
focus on the details of each phase. It can only be used as a general guideline,
since many methodologies follow similar steps to reach the goal of developing a
successful website.
A similar, though much more detailed approach, is the one proposed by
Howcroft and Carroll. The authors proposed their own methodology for website
development after comparing a number of available methods, such as the ―Four
Phase Model‖ (strategy, design, production and delivery, designed by Siegel
(1997) and Ikonic‘s Five Box Development Process (a five stage process, which
highly depends on thorough documentation between each stage). The method
suggested by Howcroft and Carroll tries to combine the advantages of the
compared methodologies that are presented in the relevant literature. Their
method consists of four phases with several steps in each phase. An overview of
the main points of this methodology is presented on the next page.
Phase One: Analysis –
It deals with the development of a web strategy and an analysis of how a
website may achieve this strategy. The main objective of this phase is to reduce
the risks of lack of top management commitment and misunderstanding the
system requirements. This phase consists of three steps:
i. Development of a web strategy, which means defining where the organization
is now, where the organization wishes to be and how it will get from the present
state to the desired one.
ii. Defining the objectives.
iii. Objective analysis, which involves: technology analysis, information
analysis, skills analysis, user analysis, cost analysis and risk analysis.
Phase Two: Design -
―The website should be designed with the knowledge that it is likely to
have sections and processes added to it during its lifetime, as requirements
change and new technologies emerge.‖ (Howcroft and Carroll). It consists of
two steps:
i. Information and Graphics Design
ii. Testing of Design, since testing in the early stages can help prevent future
errors and malfunctions of the website, making the whole development process
more efficient.

23
Phase Three: Generation –
It consists of the four steps that lead the project from the design phase to the
actual generation of the website, they are:
i. Resource selection
ii. Design Review
iii. Code generation and Installation
iv. Testing
Phase Four: Implementation –
This is an ongoing phase that does not stop after the development of the
website. It involves:
i. Implementation
ii. Maintenance
iii. Objectives review
This method has some key advantages. It is well structured, detailed and simple
to understand. It organizes the task of building a website into four well defined
phases and provides further guidance to the developers by breaking down each
phase into steps. Not only does it allow the tasks to be organized but it makes
the tracking of the progress quite effective. On the other hand, Howcroft and
Carroll provide a useful but general framework to assist in the web development
process. Their methodology should be altered and adapted to the special
requirements of this project, since it is not created to be efficient for information
based websites and as their methodology looks to be more appropriate and
effective for larger projects, where developers have their own distinct roles.

WordPress (WP) is simple and free, Do-It-Yourself website builder. It is

commonly known as WordPress Content Management System which was
initially developed only to create blogs. Later as its popularity grew among the
programmers it got additional features and usability. All WP websites carry out
various functions with the help of plugins and provides various layout options
with the help of themes.
Number of Blogs Build on WP – 76.5 million, Percentage share globally for
WP websites – 24%
24
WEBSITE DESIGN
In addition to the analysis and fulfilment of the websites‘ pre-requirements,
applying appropriate design principles and guidelines are also necessary to
ensure a user-centred website. Today, one of the most widely adapted sets of
interface design evaluation rules is the Usability Heuristics developed by Jakob
Nielsen in his book Usability Engineering (2005). Built on those rules, four
principles of a well-structured, efficient and virtually engaging website are as
follows:
1) Functionality Identify who the functions are designed to serve and what
their special needs are. Operations should be accessible and easy to perform
without assumed knowledge, 18 catering to both experienced and inexperienced
users. Provide shortcuts to frequent functions if needed.
2) Content All of the content should be logically organized and expressed in
natural phrases and concepts familiar to the users. Instructions should be
provided when necessary. The designer must focus on the needs and interests of
users by highlighting content on the page, and ensuring that the content is
reliable and updated. Users should not be required to remember any
information. A good design should also include correct grammar and spelling.
3) Consistency To design a consistent and predicable website, the designer can
use a template. The ―look and feel‖ of every page should be similar, so that a
user does not need to wonder whether different situations mean the same.
4) Aesthetics A disorganized layout can lead to error, and a bad-looking
homepage can turn users away. Designers should focus their efforts on fonts,
colors and images. The overall design should not be too fancy. White space is
necessary for good page layout (Lewis, 2000).

25
DIGITAL MARKETING

Digital Marketing (also Online Marketing, Internet Marketing or Web

Marketing) is a collective name for marketing activity carried out online, as
opposed to traditional marketing through print media, live promotions, tv and
radio advertisement.

The rapid growth of Digital Marketing Industry is a direct consequence of the

global phenomenon that is the Internet, and effectiveness of Digital Marketing
channels in generating revenue and awareness. Compared to traditional
methods of advertising, Digital Marketing offers rather realistic costs
(particularly important for small- and medium-size businesses and start-ups),
accurate targeting and excellent reporting.

According to Garder‘s survey (2013), the top priority in digital marketing

investment will be to improve commerce experiences through social marketing,
content creation and management and mobile marketing. Key findings also
revealed that a companies‘ marketing success relies mostly on their website,
social marketing, and digital advertising, which are all parts of digital
marketing. In addition, savings made by using digital marketing can be
reinvested elsewhere. Normally, companies spend 10 percent of their revenue
on marketing and 2.4 percent on digital marketing, which will increase to 9
percent in the future.

CONTENT MARKETING

Brogan(2008) and Ferguson (2009) urge content marketing is not any other
thing, but that is ―a marketing technique of creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined
and understood target audience -with the objective of driving profitable
customer action‖. Going by that idea Pulizzi defines (2008) content marketing
as ―the art of understanding exactly what your customers need to know, and
delivering it to them in a relevant and compelling way to grow your business‖.

Content marketing is creating rich contents targeting potential audience and

sharing via content marketing platforms to inform, educate them without
selling. Thus, content marketing is expanding by answering customary issues
with the right kind of content in front of the right kind of audience.

26
CONTENT MARKETING COMMUNICATION STRATEGIES

Pulizzi (2008) highlights a good content marketing strategy is ways in which to

understand problems and concerns of customers and offering best solutions and
to transferring trusted knowledge.

Marketing communication strategies are very important nowadays than before.

An optimized informative content can connect with customers and enabling
them to interact with. Therefore, effective and efficient content marketing
strategies will influence customer‘s positive interaction with a product and
service even it will increase investment of returns.

27
DIGITAL MARKETING CHANNELS

SEO (SEARCH ENGINE OPTIMIZATION)

Search engine optimization (SEO) is the process of affecting the visibility of a

website or a web page in a search engine's "natural" or un-paid ("organic")
search results. SEO may target different kinds of search, including image
search, local search, video search, academic search, news search and industry-
specific vertical search engines. As an Internet marketing strategy, SEO
considers how search engines work, what people search for, the actual search
terms or keywords typed into search engines and which search engines are
preferred by their targeted audience. Optimizing a website may involve editing
its content, HTML and associated coding to both increase its relevance to
specific keywords and to remove barriers to the indexing activities of search
engines. Promoting a site to increase the number of back links, or inbound links,
social book marking, directory submission is the another SEO tactic.

SEM (SEARCH ENGINE MARKETING)

Search engine marketing (SEM) is a form of Internet marketing that involves

the promotion of websites by increasing their visibility in search engine results
pages (SERPs) through optimization and advertising. ] SEM may use search
engine optimization (SEO), which adjusts or rewrites website content to achieve
a higher ranking in search engine results pages, or use pay per click listings

SMM (SOCIAL MEDIA MARKETING)

Social media marketing is the process of gaining website traffic or attention

through social media sites. Social media marketing programs usually center on
efforts to create content that attracts attention and encourages readers to share it
across their social networks. The resulting electronic word of mouth (eWoM)
refers to any statement consumers share via the Internet (e.g., web sites, social
networks, instant messages, news feeds) about an event, product, service, brand
or company. When the underlying message spreads from user to user and
presumably resonates because it appears to come from a trusted, third-party
source, as opposed to the brand or company itself, this form of marketing results
in earned media rather than paid media.

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ENGAGEMENT

In the context of the social web, engagement means that customers and
stakeholders are participants rather than viewers. Social media in business
allows anyone and everyone to express and share an opinion or an idea
somewhere along the business‘s path to market. Each participating customer
becomes part of the marketing department, as other customers read their
comments or reviews. The engagement process is then fundamental to
successful social media marketing.

FACEBOOK MARKETING

Facebook is the world's most popular social network for both businesses and
individuals. With over one billion users, your friends and fans are likely already
using the platform -- and you should be too! In fact, people are 51% more likely
to make a purchase after "liking" a brand on Facebook. Face book marketing
requires a good intellects and unique thinking to make the campaign effective.

In face book marketing in fact in visual /web marketing your content speaks a
loud that is why make sure your content should be relevant to your audience
and business.

Thumb rules:

Emphasize on visualization. Rich visuals make the best content and the best
timelines. ‗Highlight‘ posts to give them the full width of the Face book
container. To make it more attractive

‗PIN‘ posts, these posts stay at the top of the feed promoting posts.

Ensure FB apps have relevant info, your audience is looking for

Analyze what works, and what doesn‘t work: Face book Insight. Edge Rank.
Social bakers

29
TWITTER MARKETING (A game of 140 characters)

Twitter‘s flexible, real-time platform allows you to get creative and drive results
at the same time. Whether you‘re looking to drive sales, increase brand
awareness or launch a product.

Twitter marketing is not much popular than face book but still it has an impact
on audience

The very first thing in twitter marketing you need to understand and learn the
twitter terminologies well.

HASHTAG - A hashtag is any word beginning with the # sign. People use
hashtags to organize conversations around a specific topic. Clicking on a
hashtag takes you to search results for that term.

MENTION - Sometimes you want to bring a Tweet to someone‘s attention, but

you still want all of your followers to see the message. So instead of a reply, use
a mention. Include the @username of whomever you want to mention in your
Tweet, and it will appear in the Mentions section (in the Connect tab). All
@username mentions are clickable and link back to the mentioned individual‘s
profile.

REPLY - You can respond to a Tweet by hitting the reply button. When you
reply, your response is public, and will show up in your home timeline and the
timeline of the person to whom you are responding. The reply will also be
visible in the home timelines of people who follow both you and the person to
whom you sent

the reply. Meaning, someone not in the conversation has to follow both of the
people replying to be able to read both sides of the conversation.

RETWEET - You can pass along someone‘s Tweet by retweetingit. Just hit the
retweet button to send the original message to all of your followers.

LINKS - Twitter‘s link- shortening feature allows you to paste a link of any
length into the Tweet box and it will automatically be shortened to 19
characters. This makes it easier to fit long URLs into the 140 character limit.

FAVOURITE - You can favourite the tweet for future reference. This is just
like an archiving something that‘s really interesting to you.

30
DM (direct message) - You can send private messages to someone, just like an
email. For DM, sender and receiver should be following each other

Thumb rules:

Remember, you just have 140 characters to play around. Compose your
message within 120 characters or less and leave atleast20 characters so that
others can re-tweet (RT).

Utilization of # hash tags Tweets with hash tags get twice the engagement of
those

Create a list of #Hash tags relevant to your brand Build a campaign around
those #Hash tags and invite followers to re-tweet.

Posts with images have double the engagement of those without even though
users can‘t see them until they click on them. It creates an interest among the
audience.

LINKEDIN MARKETING

LinkedIn is the world's largest social network for professionals. With over 161
million registered users in more than 200 countries, more than two million
companies have created LinkedIn Company Pages to vie for their attention. If
you are in B2B business this platform is very useful for you to connect with
companies directors and marketing person.

PINTEREST

It is a visual discovery social network. It is a way of sharing images of

anything,from fashion to pets to pot plants. You can crete your own online
pinboards to suits any theme and share ot with likeminded people.

Pinterest completely revolves around the premise of being creative and visual.
70% users are female and aged between 25 and 44. So if you are targeting
women pinterest is the right platform. Pinterest is now one of the top 10 social
networking sites tracked by Hitwise.

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How brands can use pinterest

Pinterest does not encourage product pushing, this means brands must look at
crating boards that are culture and lifestyle related. You can create boards on
trends, behind the scences, preliminary sketches for products etc.

INSTAGRAM

Instgram, the new revolutionary photo-sharing program, making it easier that

ever to share your best pictures with the world. The social media program allow
you to upload, add digital filters, and then post your pictures on your Instagram-
feed, as well as other social networking sites. You can connect your Instgram
account with Facebook, Twitter, Tumblr, Flickr, Foursquare and your email
account. This makes it easy to share your pictures on multiple platforms all at
once.

GOOGLE +

Google has described Google+ as a "social layer" that enhances many of its
online properties, and that it is not simply a social networking website, but also
an authorship tool that associates web-content directly with its owner/author. It
is the second-largest social networking site in the world after Facebook. 540
million monthly active users are part of the Identity service site, by interacting
socially with Google+'s enhanced properties, like Gmail, +1 button, and
YouTube comments..In October 2013, Google counted 540 million active users
who used at least one Google+ service, of which 300 million users are active in
"the stream".

YOU TUBE

YouTube is a video Social Networking site, and the 2nd most popular search
site on the Internet after Google, who owns YouTube. YouTube video watching
is a significant activity on the Internet, with over 1 billion visits to YourTube
daily and over 100 million videos watched daily. And it's easy for anyone who
sees your video to rate it and share it with his Social Network.

32
ODA (ONLINE DISPLAY ADS)

Display advertising appears on web pages in many forms, including web

banners. Banner ad standards continue to evolve.

ORM (ONLINE REPUTATION MANAGEMENT)

Online reputation management is a synonym for public relations in the online

world. Basically ORM is a process that includes -

 Undertaking comprehensive research and analysis of the online content.

 Tracking users‘ actions and opinions about brand.
 Reducing risk of featuring amongst the negative user sentiments.
 Enhancing web presence and creating positive perceptions in user`s mind

MMT (MOBILE MARKETING)

Mobile marketing is marketing on or with a mobile device, such as a smart

phone Mobile marketing can provide customers with time and location
sensitive, personalized information that promotes goods, services and ideas.

EMT (EMAIL MARKETING)

It usually involves using email to send ads, request business, or solicit sales or
donations, and is meant to build loyalty, trust, or brand awareness. Email
marketing can be done to either sold lists or current customer database

33
 PROJECT METHODOLOGY

The decision on which method to follow throughout the project is vital for the
progress of the project. After conducting a thorough and critical research on
various well established methods and discussing the results of the research with
the supervising professor, certain decisions were made.
The project‘s methodology should follow, in general terms, the phases of the
method proposed by Howcrofft and Carroll (2000). This method has a very
detailed description of the various steps that are followed for the development
of the website, so it is regarded as the most useful guideline for the website.
Moreover, it allows excellent tracking of the project‘s progress, something
which is essential for an academic project, which needs to adhere to a specific
timeline. This method does not focus on problem investigation and market
research, which is not a key objective of the project but essential for its
completion. For this reason, after further discussion with the supervising
professor, more phases were added, which would be tailored to the specific
needs of this project and would help to achieve all the project‘s objectives.
These phases can be seen in the task sheet of the project.

PROJECT PLAN

The project will be completed in three phases. The first one consists of the
literature review and the critical analysis of existing work. The goal of this
phase is to understand the problems of creating a successful website as a whole
and to set the framework that will guide the development process. This
Background Report is the main deliverable of this phase.
The second phase is the development process. During this phase the proposed
methodology will be followed, in order to systematically create the website. The
key deliverable of this phase is a fully implemented, working website, which
would offer the desired employment services to the stakeholders. The third and
last phase of the project is the writing of the project report, which would present
the development process in detail, along with research results and conclusions.

34
 TASK SHEET
Sr.
Primary Task Sub-Tasks
No.

 Understanding User needs and

requirements
1 Website Analysis  Analysing the former website
 Determining Area for Improvement

 Brainstorming for Ideas

2 Content Development  Writing the content
 Optimizing content for Publishing

 Selecting appropriate DM channels

Developing Digital  Developing relevant Strategies
3
Marketing Strategy  Determining DM tasks to be executed

 Website Setup
 Designing the Website
4 Web Development
 Executing Digital Marketing tasks
 Optimizing the website

 Tracking Website Performance

 Tracking User Performance
5 Performance Tracking  Analysing SEO performance
 Monitoring Subscriber growth
 Monitoring Social growth

35
 WEBSITE ANALYSIS

With the goal of re-designing a website that simplifies user`s actions and leads
to higher productivity, the first step was to determine the requirements and
constraints of the project. After comprehensive user analysis, the target group
was described as follows:
 Male/Female
 18-26
 India
 English
 Commerce/Management Students
 Students who like to study online
 Students looking for information online regarding management studies

Once we identified the target audience for the website, we then examined the
original website, and compared it to the model websites which we identified
based on our literature review of effective web design techniques. Based on
these comparisons, we were able to determine the areas that needed
improvement in the current website. In addition, after a critical investigation of
the original website, we were able to determine the user requirements and
develop the overall concept of the new website.

36
Just like any other information based site for management students, BBA|
mantra had its own website, which could be accessed at www.bbamantra.com.
The existing website was small and simple, consisting of five sections namely
Articles, Projects, Enotes, Abbreviations and Books which allowed website
users to search for notes, abbreviations and books related to management
studies, read articles and presentations on management topics and download
Ebooks exclusively made for management students. The website was student-
oriented and attempted to provide management students with relevant study
material and information related to management studies that will help them to
understand the core concepts of management subjects and efficiently pursue
their management degree.

The website Home Page allowed users to gaze through the website content with
help of sections like Featured Articles, Featured Projects, subject categories and
recent posts. All the pages of the website consisted of an email subscription
form which allowed users to subscribe to newsletters from bbamantra; and
social media ‗share‘ & ‗follow‘ links which allowed the users to share content
on bbamantra with their friends as well as follow bbamantra`s social media
pages.

37
A number of areas were found where improvements could be made to the site
design, navigation, and content which are as follows:
 The navigation had several design flaws and needed re-building.
 The two-column page layout was not helping in exposing the website
content.
 Content was confusing at places and needed a site wide review.
 Important information, headings, and links were lost in that design and
typography schema.
 Efforts to engage users on the site via forms, were not being made.
 The Home Page lacked engagement magnets and did not utilize the
existing content in an efficient manner.
 The Articles page was very simple and the content on the page was not
properly aligned. It also consisted of a search bar which was not accurate
and provided irrelevant results.
 The existing Abbreviations and Books pages did not provide sufficient
content. The page for books was very poorly built and has various
missing links and unwanted buttons.
 The Footer section of the website consisted of a bottom menu which was
not properly aligned and was not clearly visible thereby losing its impact.
The footer also consisted of a Category section which was set to show
posts from ‗Human Resource Management‘ which loaded on every page
of the website. This section needed to be removed as it did not help the
site in any way.
 The Pages for all the posts displayed all the categories some of which had
no posts and it also made use of a plugin to show related posts which did
not provide relevant post suggestions and also increased the page load
time.
 The Enotes page was very unattractive and had very less content.
 The About Us and Contact Us page had very less visibility and were
hard to notice.
 The Server response time was very high
 No G-zip compression was used
 The website was missing Robots.txt file and XML Sitemaps
Recommendations were made to improve to the design of the current site, with
an emphasis on making it quick and easy to use, providing direct access to all
sections, and developing a mobile site focused on fast loading times.

38
 CONTENT DEVELOPMENT

The aim of this task was to develop new ideas for blog topics; write, format and
publish new articles; proofread existing articles and brainstorm for ideas
regarding blog topics, notes, helpful material, question papers, trainings,
competitive exams, college guide, video tutorials for management students.
To build a user centric website, the first step of content analysis was to
determine a demographic profile or customer persona of an ideal website user.
After comprehensive user analysis, the target group was described as follows:

 Male/Female
 18-26
 India
 English
 Commerce/Management Students
 Students who like to study online
 Students looking for information online regarding management studies

With the above characteristics in mind a list potential content categories were
developed that would help management students to efficiently pursue their
management degree and career. It included the following categories:

Notes on Management Blog Articles on Ebooks on

Subjects Management Topics Management Subjects
Training program
Internship Information Question Papers
Details
Abbreviations
BBA Course details commonly used in Management Books
Management
Material for News Alerts,
Job Search portal
Competitive Exams Scholarships

After comprehensive analysis of the user requirements the following sections

were finalized and content for the selected sections was developed.

Sections Selected: Articles, Projects, Enotes, Blog, Internships, Video

Tutorials, Abbreviations, Management Books, BBA Course Overview

39
FUNCTIONAL DESCRIPTION OF THE TASK
- Writing and publishing content for pages, articles, notes, projects, blog
posts
- Finding images thorough pixabay.com or free images on google search
- Compiling notes on a subject and converting it into an Ebook
- Creating featured images and ebook cover using canva.com
- Using small seo tools plagiarism checker to check for duplicate content
- Assigning categories and tags to each article
- Aggregating a collection of video tutorials on management subjects
- Searching for internships and training programs for management students
- Searching and Developing a list of Abbreviations relevant to management
subjects
- Searching and developing a list of books on each management subjects

(Snapshot of Posts in WP CMS)

40
CONTENT CURATION:

This task involved proofreading existing content, articles, presentations and

making them ready for publishing. Several notes, articles and presentations
were gathered to form compelling posts, while relevant video tutorials for each
management subject were aggregated through various channels on Youtube.

Notes Projects Video Tutorials Blog Articles

Topic Topic Channel Title
Introduction to Study on How to make
C.A. Dilip
Human Resource Lucknow Metro money during
Badlani
Management Rail Corporation college?
Is distance
learning a good
Capital Budgeting Banking System
Kausewise option?
Techniques of Canada
(management
perspective)
Amul Butter – Why Every
Electronic Data Segmentation Student Must
Puneet More
Interchange Targeting Have A bank
Positioning Account?
Dominos –
Consumer Why Students
Management
Decision Making Edupedia World must maintain a
Information
Process Journal?
System
How to Find and
Max Retail Apply For
Project Financing NPTEL – HRD
Internship Report Internships in
India?
Future prospects
Calculation of
Leasing & Maxus for a management
Taxable income
Factoring Knowledge (BBA/BMS)
of Cricketers
Students in India
10 Books Every
Concepts of Sujoy Krishna Management
Flipkart - 7P`s
National Income Das Student Must
Read an Why ?
(Sample list of various types of content)
By the end of this task we were able to aggregate more than 50 Articles, over 20
projects, 4 Ebooks, 50 internships and over 100 video tutorials for the website.

41
Before publishing any articles or presentations relevant categories were setup in
the CMS which were divided into primary and secondary categories. The
primary categories were the broad sections of the website notes, projects, blog,
video tutorials while the secondary categories were management subjects like
Project management, Advertising Management, Financial Management etc.
After writing an article I checked it for any duplicate content through ‗small seo
tools‘ plagiarism checker and all articles which had over 80% unique content
were selected to be published. In order to publish an article I used the posts
section in the Wordpress CMS and added a new post. Before publishing every
article I made sure that:
 It has at least 80% unique content
 It has more than 300 words
 It has been correctly categorised
 It has relevant headings (H1,H2,H3) and tags
 It has a featured image
 If applicable, It is linking content to other relevant articles

42
In case of projects and presentations, microsoft powerpoint was used to convert
the slides of powerpoint presentations into images and then these images were
uploaded and converted into a slideshow using a plugin cyclone slider 2. All
general guidelines used in case of writing articles were also followed in case of
presentations.

Apart from notes and presentations, a list of abbreviations and books was also
prepared and published to individual pages.

43
Video tutorials were published using Youtube embed plugin to embed videos on
video tutorial pages of relevant subjects. All video tutorials were divided into
different sections on the basis of teachers, topics or youtube channels.

44
 DIGITAL MARKETING

While various digital marketing channels could have been followed, focused
only on, Search Engine Optimization, Social Media Marketing, Email
Marketing.

SEARCH ENGINE OPTIMIZATION

An SEO Audit was conducted to analyse to SEO performance of the existing

website using various online tools, the results of which were as follows:

SEO Audit Summary

Pages Indexed by Google 453

No. of Backlinks 12
Page Not Found Issues 11
Broken Anchors 25
Server Issues 70
Page Access Issues 111
Healthy Links 74
Broken External Links 122
Broken Internal Links 70
Googlebot Handling Present
Crawlability Directives All Website Data
XML Sitemaps Not Present
Domian Canonicalization http://www.bbamantra.com and
http://bbamantra.com resolve to the
same URL
Duplicate Content 80% unique content
Title and Meta Tags Presence Title Tags present for all pages and
posts. Meta Tags not found
Relevant strategies were made and implemented on the basis of the above audit
which involved:

 Keyword research using Google keyword Planner

 Editing Titles, Headings, Meta Descriptions and Tags using Yoast SEO
Plugin
 Creating robots.txt file and Sitemaps
 Submitting sitemaps on search engines like Google, Yahoo, Bing
 Creating relevant high quality backlinks

45
The main pages of the website were optimised using generic keywords while a
keyword research was conducted using the keyword planner tool by Google for
every post and article and a relevant keyword was chosen for each post. After
Keyword selection, all the articles and projects were optimized for search
engines with relevant keywords. For this purpose the following guidelines were
followed:

 Every post had a unique title tag

 Every Article had a H1 and H2 tag containing the focus keyword
 Relevant Tags were written for each post
 Unique Focus keyword was assigned to each post
 Unique Meta Description was written for each post
 The Keyword density of minimum 2% was maintained
 Ensured all images on posts have the relevant alt tags and keyword
 Ensured that the URL consisted of the focus keyword
 Ensured that the number of words of content, titles, headings, meta
descriptions met the minimum recommended word count requirements
 Create internal and external links in posts wherever possible

46
A XML sitemap was created using Yoast SEO plugin and was manually
submitted on google and bing webmaster console which encouraged search
engines to crawl and index our website.

For the purpose of creating backlinks, content posting was done on channels
like instapaper, reddit, and stumble upon manually and through an auto-posting
plugin SNAP (Social-Network-Auto-Poster).

SOCIAL MEDIA MARKETING

Out of the various social media channels, only Facebook was selected and
efforts were made to develop relevant strategies for the channel. To increase
social presence a google+ page, a facebook page and a twitter account was
created for the website and for the purpose of creating backlinks the latest posts
were updated and published on various social media channels like facebook,
twitter, google+, instapaper, stumbleupon and reddit. Users could like and share
the posts published on these channels which helps the website to create brand
awareness.

47
(BBA|mantra Facebook Page)

(BBA|mantra Twitter Page)

(BBA|mantra Google + Page)

48
 AddtoAny Social Media Plugin was used to display floating and fixed social
media bars on the website through which users can share any webpage on
various social networks.

Much time was devoted to carefully planning and formulating a marketing

strategy for facebook.

Facebook Marketing Strategy

Facebook Objectives - Create awareness about BBA|mantra, Solve problems/queries of users, Offer
ample call to actions to engage users, Measure social presence by keeping a track of Page Likes, Reach
and Engagement

Content Creation Plan

Content – New posts, hot topics in management, success stories, metrics(e.g. 1000 subscribers,
years completed etc.), contests , relevant links

Special Alerts- Competitions, Competitive exams(e.g. CAT,MAT,XAT,GMAT), Internships ,

Professional programs and Certificate courses(e.g, C.A., C.S., C.F.A.,digital vidya), summer schools
and educational trips(industrial tours)

Content Publishing Plan (Timings, Frequency…)

Regular updates - Posts and study material immediately when published – 6 to 10 a week

Special Alerts – One Post Every Thursday and Friday - 7pm – 9pm

Tools to make effective use of Facebook - Auto-post plugin to automatically post articles, Page Insights
to monitor performance

Metrics used to track performance on Facebook - Page & Post Likes, Engagement (Share and Comment)
on posts, Page Impressions, Referral Traffic

Special measures to make the campaign work more effectively - Giveaways, Time Bound Offers,
Contests, Take special Requests
4
EMAIL MARKETING

An email is a cost-effective and efficient way to reach our subscribers and

members` laptops/mobiles. It acts as a constant reminder to users about the
website`s various offerings.

For the purpose of creating an effective email campaign, the first task was
choosing a mailing service provider for which ‗Mailchimp‘ was selected.
Mailchimp helped in maintaining every user`s mailing information database and
also enabled us to create email templates, schedule emails and also track
performance of the email campaigns through Mailchimp Analytics which shows
the open rate, subscription rate and click through rate (CTR) of our email
campaigns.

An account was created on Mailchimp, which was later integrated with the
website. Opt-in forms were created and published on all pages of the website
using the Opt-in Cat for Mailchimp plugin, through which a user could submit
their name and email and opt for receiving emails from bbamantra.

The next part involves designing email templates, writing content for emails and
scheduling emails. However due to shortage of time this task is yet to be
completed.

5
DIGITAL MARKETING TASKS

DM Tasks to be executed were as follows:

 Add a social locker on Top pages and on all ebooks to drive facebook,
twitter, and google+ likes and followers.
 Collect and grow email subscribers through subscription forms
using Opt-in Cat Plugin and integrating the plugin with Mail Chimp.
 Add Social Network Auto Poster (SNAP) plugin to automatically publish
new posts on social networks.
 Add Yoast SEO plugin to optimize all posts for search engines using
the above SEO guidelines.
 Create XML sitemap using Yoast SEO plugin and submit it
on Webmaster console.

5
 WEB DESIGN & DEVELOPMENT

Initially, rather than changing the actual look of the website the focus was on
developing its existing environment. The existing website was hosted on the
server hosted by ipage.com which was very slow, therefore a decision was made
to migrate the website on a new server hosted by Hostgator.in.
FTP (File transfer Protocol) and the cpanel provided by both the server hosts
were used to transfer the existing website on to the new server.
Wordpress CMS was already installed and active on the website which was
used for building webpages on the website. The inbuilt text and html features of
wordpress were used to create a web page and to extend the design functionality
of the website, a plugin called Page builder by site origin was installed which
made the task of designing easier and more efficient.

(Wordpress Dashboard)

5
To determine the best way to organize the web content, we decided to examine
the project objectives. Since the main objective of the project was to design a
website that catered to management students, our first priority was to create
navigation tabs that were simple and intuitive. We thus came up with the
following hierarchical structure for the layout of the web content as follows:

Top Navigation Bar

Bottom/Footer Navigation bar
 Share Your Work
 Ask Us  Home
 Course Overview  About
 Ebooks  Contact
 About us  Disclaimer
 Contact us  Privacy policy
 Terms & Conditions

Primary Navigation Bar

 Home
 Notes
 Projects
 Enotes
o Financial management notes
o Human resource management notes
o Strategic management notes
o Project management notes
o Marketing of Services notes
 Video Lectures
 Internship
 Abbreviations
 Books
 Request a Topic
 Publish Your Article

Various existing pages were redesigned and new pages were created to make a
better interface in terms of accessibility than existing website.
Pages Redesigned: Home, Articles, Enotes, Projects, About, Contact
New Pages: Abbreviations, Blog, Books, Internship, Training, Video tutorials.

5
The website theme was changed from Point to Courage.

Various Tasks Performed: Formatting Text, Resizing images, embedding

videos, creating buttons, sliders, menus, installing plugins, creating forms,
sliders, filters, installing widgets etc.

(BBA|mantra Homepage)

5
Many plugins were installed to extend the functionality of the website. A list of
some of the plugins installed and their use are as under:
Plugin Use
AddToAny Share Buttons Add sharing buttons to pasts and pages
Antispam Bee Protection against spam comments
Custom Sidebars To create custom sidebars
Cyclone Slider 2 To create sliders
Easy Updates Manager Automatically schedule WP updates
Google Doc Embeder To embed .pdf files on pages
Mailchimp Form By Opt-in Cat To create opt-in forms
NextScripts Automatically publish posts on social media
Page builder by Site Origin To simplify building webpages
Regenerate Thumbnails To optimize thumbnails
Site origin Widgets bundle Add features to webpage
Social Locker To increase social media clicks
TinyMCE Advanced To make website content appealing
Toolset Types To create custom post types
UpdraftPlus To create website backup
W3 Total cache Improve site speed and user experience
Wordfence Security Antivirus for website
Wp Content Copy Protection To protect content from plagiarism
WP Smush To compress images
Wp Optimize To optimize website
Yoast SEO For SEO and XML Sitemaps
Youtube Embed For embedding videos on webpages

5
OPTIMIZING THE WEBSITE

The following tasks were executed in order to optimize the website for better
performance:

 All images were compressed using WP Smush Plugin

 G-zip Compression plugin was added to enable Gzip Compression
 Wordfence Security plugin was installed and configured to protect
the website from external attacks
 WP-super cache plugin was correctly configured for improved results
 Google Libraries plugin was installed to reduce server load
 Plugins that were removed: Font, YARP plugin, Related posts Extended
Plugin
 New Plugins were installed to: Optimise Database, Jquery, Lazy
load content and to use common javascripts from google servers
 Old revisions of posts, spam comments, pingbacks and trackbacks
were removed
 Number of Redirect Requests were decreased
 Poorly coded scripts and external scripts were removed
 Discus comment system was removed and WP-Discus was installed
 All Broken links were fixed
 Code for Header expiries was added to htaccess file
 Hotlinking and leeching of content was disabled
 Easy update manager was installed
 All images were resized to thumbnails using regenerate
thumbnails plugin

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 PERFORMANCE TRACKING

The fruits of labour in the online world are not realised instantly after execution.
Hence it was logical to measure the website performance only after three to six
months of execution. The performance of the website on the basis of the work
done in the months of May, June and July, 2016 was measured in the month of
December which gave good results, but for the purpose of this report the latest
statistics i.e. for the month of April, 2017 have been considered. The following
tools were used to monitor different aspects of the website:
TOOL/WEBSITE USAGE
Track users and monitor website
Google Analytics performance
Google Search Console To Monitor SEO Performance
GTmetrix.com Check Website Speed/Loading Time
Web Ceo To conduct a technical SEO audit
Check Mobile and Desktop
Google Page Friendly Test Compatibility
Mailchimp Analytics Monitor Subscriber Growth
Monitor Page Likes, Reach,
Facebook Insights
Engagement

All the tools and their results have been summarised below:

GOOGLE ANALYTICS: The tool was implemented during the website

construction and it revealed itself to be very useful for the tracking of every user
action. The website performance was measured through google analytics which
produced the following results –

May 2016 April 2017

Website Average monthly visits Increase 8,032 54,543
Unique Visitors Increase 6,644 42,133
Page Views Increase 10,213 80,062
Acquisition Statistics:
Organic Search Increase 5,491 39,528
Direct Increase 1,945 13,958
Referral Increase 585 935
Social Increase 11 122

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Google Analytics Report (May 2016)

Google Analytics Report (April 2017)

5
Demographics:

Age: Over 75% of the website users were in the age bracket of 18 -24.

Gender: 34% Female and 66% Male

Location: India – 82.08%, Kenya – 2.02%, Tanzania – 1.68%, Nigeria – 1.42%

Bangladesh – 1.33%, Pakistan – 1.31%, Nepal -0.95%, Other countries – 9.21%

Social:

Top Network Referrals – Facebook (69.67%), Google + (25.21%), Others

(5.12%)

Top Performing Pages:

5
GOOGLE SEARCH CONSOLE:

Summary: April 2017

Indexed Pages: Increased from 453 pages (May, 2016) to 1699 pages (April,
2017)

Top Keywords on the basis of no. of clicks:

6
GTMETRIX.COM: It was used to check the website loading speed which
revealed the following results:

Page Load time Decreased from 10.7 Seconds to 5.8 Seconds and there was a
9% improvement in PageSpeed Score and 4% improvement in YSlow Score.

GOOGLE PAGE FRIENDLY TEST: It was used to determine website`s

compatibility with varios desktop and mobile devices. The following results
were obtained:

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WEB CEO was used to measure the technical performance of the website and
track the performance of 5 Keywords which revealed the following results:

Google Yahoo Bing

Keyword
Ranking Ranking Ranking
bba notes 7 18 20
consumer behaviour notes 4 - -
financial management notes 14 - 84
project management notes 9 - -
research Methodology notes 2 2 3

(Before)

(After)

 Healthy links increased drastically from -74 to 109

 All Internal and External Broken Links were fixed.
 All Broken Anchors were fixed
 All Page not Found Issues were Resolved.
 All Page Access Issues were fixed.
 All Server Issues were fixed.

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MAILCHIMP was used to collect emails of subscribers and to monitor
subscriber growth and the following results were obtained:-

Subcribers increased from 220 subscribers (May 2016) to 830 subscribers

(April 2017) out of which over 60% of the subscribers were from India.

Top Locations: India – 64%, USA – 11.3%, Kenya – 4.9%, Pakistan – 2.8%,
Others Countries – 15.4%

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FACEBOOK PAGE INSIGHTS and Twitter analytics were used to track
social media performance but as no efforts were made on twitter therefore
twitter analytics did not reveal any significant results. However, there was
adequate growth in website`s facebook page in terms of reach and engagement
and the Page likes increased from 97 (May 2016) to 503 (April 2017).

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 RECOMMENDATIONS

The current website is working according to the expectations of the team in

generating user traffic that is converting into subscribers. However, there are
few areas of improvement which I can suggest to grow the website further:
 Focus on SEO: More focus should be given on Search Engine
Optimization of posts and generating backlinks from high authority
pages. This will increase the ranking on Google search which will
automatically increase the number of visitors.
 Make a youtube channel: Videos tutorial will help students to
understand management concepts more effectively. Hence all posts
coupled with a video tutorial from youtube will add to the quality of
content and improve article rankings. It can also be used a separate source
to earn add revenue.
 “Learn & Earn” Campaign for students: A campaign giving an
opportunity to management students to learn academic and content
writing and earn a small amount for the content they produce must be
launched. This will help the website to engage with students and acquire
fresh content from students for a small amount.
 Increase the level of investment: The website requires high quality
content and frequent content posting and optimization in order to
maintain the current growth rate. This can be only achieved by increasing
manpower involved with the website.
 Focus on tie-ups: Connecting with popular websites and business entities
in the education sector will help bbamantra to expose and validate its
content to a wider audience and gain recognition in the sector.
 Consider using paid tools and plugins: Use of paid tools and plugins
will provide the backend developer with the essential tools to effectively
execute all design and development strategies and will also help a digital
marketer to formulate effective strategies based on in-depth reports
provided by paid plugins.
 Involve management teachers in developing content: Involving
experienced management teachers in producing content for the website
will help to validate the content on the website and ensure accurate and
high quality content for management studenst.

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 GAINS FROM THE PROJECT

The web development and digital marketing training program at internshala was
quite beneficial for me. It helped me to improve my technical skills and
enhanced my knowledge in newly emerging digital areas. However, the major
gains were as follows:
 Gained expertise in using Wordpress
 Understood the methodology to develop a website from scratch
 Learnt various tools of digital marketing
 It helped me focus on a particular specialization
Training Experience
My internship was quite satisfactory in terms of training environment. The team
I worked with was very friendly and helped me a lot with all my problems.
Learning through a LMS provided by Internshala was a fun and interactive
activity which I enjoyed thoroughly and the support cell was quick and
amicable in solving my problems.
Applying My University Skills
My education at IDS was very helpful in my Internship. The research and
marketing skills which I developed at IDS were very helpful in developing a
customer persona and relevant content strategies for the website. The
knowledge base and decision making skills developed at IDS were especially
helpful in making good decisions and formulating effective strategies with
regard to SEO, Social Media and Email marketing.
Subjects taught on research and computers proved to be very helpful in my final
presentation and the various documents which I had to prepare during my
training.
Scope for Further Work
I have been the part of the administrative team since the inception of BBA|
manta website. I hope to continuously work with the team and to be a more
integral and important part of the development team at BBA|mantra.

6
 CONCLUSION

An effective Digital Marketing Plan and Strategy is a key factor for the success
of any web project.
During the 12 weeks of my training I gained essential Web Development and
Digital Marketing skills and also got the opportunity to learn about the relevant
strategies and the planning process based on the data and reports generated from
tools like Google Analytics. I learned the importance of using web analytics to
measure website performance and effective strategies to leverage social media
for website growth.
However I believe that working in the Web Development and Digital Marketing
industry is not everyone‘s cup of tea. Digital Marketers have to constantly
update themselves with the changing technology and mediums in the online
world and always be aware of what is happening around the world in terms of
Online Events, Google Updates, Content Management, software/plugin updates,
SEO changes etc.
BBA|mantra is still in its growth stage and is growing day by day not only in
terms of users but also in respect to informational services offered. I feel very
grateful for this dynamic working experience which has provided me with the
confidence and skills to pursue a career in the Web Development and Digital
Marketing industry.

6
 BIBLIOGRAPHY

“Digital Marketing – Online Promotions, Campaigns and Advertisements”

- Project Report by Tushar Bhadalkar

“Marketing Strategy of Website Design & Development for Ashiyan

Group” - Project Report by Md. Ashif Minhaj

https://trainings.internshala.com/
https://yourstory.com/2013/10/internshala-internship/
http://www.youthconnect.in/2014/06/23/the-story-of-internshala/
https://www.google.com/

https://heliosdesign.co.za/

https://www.hubspot.com/

6
Appendix A: Abbreviations

Sr.
Abbreviation Meaning/Full Form
No.
1 WYSIWYG What you see is what you get
2 HTML Hypertext mark-up language
3 LMS Learning Management System
4 CMS Content Management System
5 HTML Hyper Text Markup Language
6 CSS Cascading Style Sheet
7 PHP Hypertext Preprocessor
8 SQL Structured Query Language
9 SEO Search Engine Optimization
10 SMM Social Media Marketing
11 FTP File transfer protocol
12 EMT Email Marketing
13 MMT Mobile Marketing
14 WP Wordpress
15 FB Facebook

6
Appendix B: Website Before & After

(Old Website Homepage)

7
(Old Website Articles Page)

7
(Old Website Projects Page)

7
(Old Website Notes/Article post)

7
(Website Homepage)

7
(Articles/Notes Page)

7
(Enotes/Ebooks Page)

7
(Video Tutorials Page)

7
(Project & Presentations Page)

7
(Dividend Decision Article Page)

7
(HRM Ebook Page)

8
(Financial Management Video Tutorials Page)

8
(Abbreviations Page)

8
Appendix B: Website Analytics

(Google Search Console – Indexing and Crawling Results)

8
(Google Search Console – Search Analytics)

8
0 PagerDaws

Pageviews
Unique Pa Avg. Time on Bounce Rme
10,213 Reviews Page
82.45°4 78.63%
8,342 00:05:02

* 1. /strazeg?-evaIuation-and-oonnot,’
Pa ge Title
k /eto p-end ironmerital threat-and-op portuni\y profiIe/

3. /corpo rate-restrucatri
Search Term
4. / ma ri‹et-and—dem and-anafysis/

5. / n on-banking firtancia Fc ampany/

Event Category
6. /genera on end-s cieening-of-a-project idea,'’

7. / research-m erfi odology/’

9. / introduczio n-to-emrepre neurs nips'

10. / strategie-man a gement—notes/

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