A STUDY ON DIGITAL MARKETING FOR FEDERATION OF

INDUSTRIAL EDUCATION AND NATIONAL MANAGEMENT

OLYMPIAD

Summer Internship Project Submitted to

Doon Business School
122, MI, Selaqui, Dehradun

By
Devi Prasad Hota
ERP ID: 0221PGM030
BATCH: 2022-24

Internal Guide: External Guide:

Dr. Navjyoti Singh Negi Mr. Rohit Kumar
Associate Professor & IT Team Lead
Assistant Dean Academics
LETTER OF COMPLETION
 CERTIFICATE

This is to certify that the project report “A Study on Digital Marketing for Federation of
Industrial Education and National Management Olympiad” has been prepared out by Mr Devi
Prasad Hota under my supervision and guidance. The project report is submitted towards the
partial fulfilment of 2-year, full time Post Graduate Diploma in Management.

Name & Sign of Faculty

Date:
 ACKNOWLEDGEMENT

I would like to express my sincere gratitude to all the people who have supported me
throughout this project. First and foremost, I would like to thank my company guide, Mr.
Rohit Kumar & Mr. Ashish Verma, for their valuable guidance, encouragement, and
feedback. Both of them have been a constant source of inspiration and motivation for me. I
would also like to thank my SIP faculty supervisor, Dr. Navjyoti Singh Negi, for his
constructive criticism, helpful suggestions, and timely assistance. He has been very patient
and supportive of me throughout this journey.

I am also grateful to the Dean of the School of Management, DR. Nikhil Kulshrestha, for
providing me with the opportunity to pursue this project and for facilitating the necessary
resources and infrastructure.

Finally, I would like to thank my parents & friends. I would not have been able to complete
this project without their support. They have always been there for me, cheering me up,
listening to my problems, and giving me moral support. I dedicate this project to them.
 DECLARATION

I, Devi Prasad Hota, roll no. 0221PGM030, student of PGDM of Doon Business School,
Dehradun, hereby declare that the project report on “A Study on Digital Marketing for
Federation of Industrial Education and National Management Olympiad” at “Brandshow
Consultancy Services” is an original and authenticated work done by me. The project was of
60 days duration and was completed between May 2023 to July 2023. I further declare that it
has not been submitted elsewhere by any other person in any of the institutes for the award of
any degree or diploma.

Name of the student: Devi Prasad Hota

Date:
 PREFACE

In an era dominated by the rapid evolution of technology and the expanding digital
landscape, the significance of effective digital marketing strategies has become paramount for
organizations seeking to thrive in the competitive business arena. This report titled "A Study
on Digital Marketing for Federation of Industrial Education and National Management
Olympiad" sheds light on a comprehensive exploration of the pivotal role played by digital
marketing in achieving organizational objectives. Undertaken during my internship at
Brandshow Consultancy Services, this project offered me invaluable insights into the
dynamic world of digital marketing while allowing me to contribute to the growth and
success of our clients.

Brandshow Consultancy Services, renowned for its innovative approaches and cutting-edge
solutions, provided me with the perfect platform to immerse myself in real-world challenges
and opportunities. The primary aim of this project was multifaceted: to generate leads for
clients, enhance their product/service visibility, improve user experience (UX) and user
interface (UI) to bolster customer retention rates, and drive increased admissions to clients'
institutes. This required a strategic blend of creativity, analytical thinking, and technical
prowess, all of which were integral to achieving our objectives.

To navigate this complex landscape, an array of tools and methodologies were employed.
From the intricate designs crafted using Canva and Photoshop to the data-driven insights
extracted from Google Search Console, GTmetrix, and SERP trends Chrome extension, every
facet of the project was meticulously planned and executed. The RACE framework served as
our guiding compass, providing structure to our digital marketing strategies. The utilization
of platforms such as Wordpress, Mailchimp, and UberSuggest allowed us to seamlessly
integrate various elements of our campaigns, resulting in a synchronized and impactful
approach.

The outcomes of our efforts were both gratifying and illustrative of the efficacy of our
strategies. Achieving and maintaining a 35% open rate and a 3.2% click rate in Mailchimp
underscored our prowess in crafting engaging content that resonated with our audience.
Furthermore, the conversion of 22 leads for the National Management Olympiad solidified
the impact of our digital marketing initiatives on actual business outcomes.

However, the journey was not without its share of challenges. Navigating the intricacies of
tools like Photoshop, grasping the fundamentals of HTML, and seamlessly implementing the
RACE framework presented significant hurdles. Additionally, ensuring an optimal UX/UI
demanded a shift in perspective to perceive websites from a customer's vantage point. The
adoption of auto segmentation in Mailchimp and effective delegation of tasks within the team
were crucial in overcoming certain more obstacles.

The experiential learning from this project has been instrumental in enriching my skills and
knowledge. Concepts like page speed insights, domain authority, backlinks, and meta/schema
tags are no longer abstractions but rather tools I wield confidently. Furthermore, the project
provided a holistic view of digital marketing encompassing on-page and off-page SEO,
Google AdWords, content marketing, and data-driven strategies, shaping me into a more
versatile and adept digital marketer.

I extend my heartfelt gratitude to the individuals and institutions that contributed to this
transformative experience. My SIP guide, Dr. Navjyoti Singh Negi, played a pivotal role in
mentoring me throughout this journey. The Doon Business School provided the academic
foundation that equipped me with the necessary skills. I am indebted to my faculties for their
constant support and guidance. The encouragement of my friends, parents, and the invaluable
insights of my supervisor at Brandshow Consultancy, Mr. Rohit Kumar, and Mr. Ashish
Verma, were instrumental in shaping the trajectory of this project.

In conclusion, this report stands as a testament to the symbiotic relationship between

academia and industry, exemplifying the tangible results that can emerge from the fusion of
theoretical knowledge and practical implementation. As a management student, this
endeavour allowed me to bridge the gap between classroom concepts and real-world
applications, culminating in a holistic learning experience that I am eager to share through
these pages.
 EXECUTIUVE SUMMARY

In the pursuit of hands-on learning and practical application, the project titled "A Study on
Digital Marketing for Federation of Industrial Education and National Management
Olympiad" emerged as an insightful exploration into the realm of digital marketing strategies.
The project's objectives encompassed a comprehensive scope, ranging from lead generation
for clients and product visibility enhancement to the augmentation of user experience and
interface for enhanced customer retention.

The primary focus of the project was directed towards generating leads for the National
Management Olympiad and facilitating admission prospects for educational institute clients.
Employing a multifaceted approach, the project aimed to leverage various digital tools and
techniques to attain its goals. This included utilizing graphic design tools such as Canva and
Photoshop to craft visually appealing advertisements that resonated with the target audience.
Additionally, methodologies extended to website auditing using Google Page Speed Insights
and GT Metrix, enabling optimization for improved user engagement.

Key findings underscored the effectiveness of the strategies employed. Notably, the
employment of the RACE framework in crafting a social media marketing plan proved
instrumental in driving results. Email marketing campaigns conducted through Mailchimp
yielded promising outcomes, with an impressive open rate of 35% and a click rate of 3.2%,
surpassing industry averages by significant margins. Remarkably, the digital marketing
campaigns resulted in the acquisition of 22 valuable leads for the National Management
Olympiad.

Navigating the landscape of digital marketing tools was not without its challenges. The
project's journey entailed mastering intricate tools like Photoshop and grasping HTML
fundamentals. Furthermore, implementing the RACE framework demanded strategic thinking
and a customer-centric perspective to optimize user experience. Overcoming these obstacles
was made possible through perseverance, collaboration, and the strategic use of tools such as
Screaming Frog, FB Analytics, and Google Analytics.

The project's contributions were twofold: advancing the objectives of the organization and
facilitating the achievement of its clients' goals. The implementation of effective marketing
strategies aided in customer retention and the acquisition of new clientele. Furthermore, the
project unveiled insights into the importance of auto-segmentation in Mailchimp and
effective team delegation—a testament to the holistic experience gained during the
internship.

In conclusion, the "A Study on Digital Marketing for Federation of Industrial Education and
National Management Olympiad" internship project encapsulated a journey of discovery and
growth. The two-month endeavor enriched my skills with practical knowledge in a spectrum
of tools including Photoshop, Google AdWords, and Google Analytics. Through the project's
execution, the significance of frameworks like RACE and AIDA became evident, fostering
not only personal development but also contributing to the success of the organization and its
clients.
The internship served as an embodiment of learning, hands-on application, and
transformation, spanning from May 24, 2023 to July 23, 2023. It is a testament to the fusion
of academic knowledge with practical expertise, equipping me with skills that transcend the
academic realm and enable meaningful contributions to the dynamic world of digital
marketing.
 INTRODUCTION

BrandShow Consultancy Services, a premium Brand Promotion enterprise based in India,

underlines the paramount significance of brand stature for both, an individual and a business.
The firm extends its expertise beyond ordinary by delivering top-notch internet marketing
solutions and services that captivate a niche market. Uniquely positioning brands on a variety
of channels and mediums, BrandShow Consultancy Services has proven to carve a niche for
itself in this highly competitive market, since its inception in 2008.

Central to the company's vision is the aspiration to become a leading digital platform, one
that empowers businesses to flourish and expand their horizons. In the pursuit of this vision,
their mission is crystal clear: to assist businesses of all sizes and niches in realizing their
branding objectives. As we delve deeper into our analysis, it becomes evident that the
company currently resides in the "Growth" stage of the Product Life Cycle (PLC).

BrandShow Consultancy Services offers a comprehensive array of services, each carefully

designed to propel businesses towards success:

1. Digital Marketing: Harnessing the power of the digital landscape to bolster brand
visibility and engagement.
2. Agile & DevOps: Pioneering agile methodologies and DevOps practices for streamlined
operations.

3. Business Application: Crafting tailored business applications that cater to specific needs.

4. Digital Process Automation: Employing cutting-edge technology to automate and

optimize processes.

5. Website Design & Development: Creating captivating digital interfaces that leave a
lasting impression.

6. Digital Interaction: Fostering meaningful interactions between brands and their

audiences.

7. AI & Automation: Leveraging artificial intelligence and automation for enhanced

efficiency.

8. Blockchain: Exploring the potential of blockchain technology in various business

contexts.

9. Cloud: Harnessing the power of cloud computing for scalability and flexibility.

10. Data Analytics: Uncovering valuable insights through advanced data analysis.

11. Digital Commerce: Revolutionizing the e-commerce landscape with innovative

solutions.

12. Digital Transcription: Accurate and efficient transcription services in the digital realm.

13. Mobile App: Crafting intuitive and engaging mobile applications.

14. Omnichannel: Ensuring a seamless and consistent brand experience across all channels.

15. Open-Source Development: Embracing open-source technologies for robust solutions.

In essence, the primary objective of this study is to gain practical experience, immerse
oneself in the tools of the industry, apply classroom knowledge in a real-world context, and
sharpen analytical skills. Through this, aspiring management students can embark on a
journey of professional growth, learning, and innovation in the ever-evolving landscape of
brand promotion and digital solutions.
 TASKS PERFORMED

Task-1: Designing Creatives Via Canva

In my role as a digital marketing professional, I had the privilege of utilizing the versatile
graphic design tool, Canva, to craft compelling advertisements for our clientele, primarily
comprising educational institutions. These clients entrusted us with the task of creating
visually captivating ad designs to engage their target audience, which consisted of both
students and parents. The primary objective was to enhance brand awareness and pique the
interest of potential customers.

Initially, I embarked on this journey armed with fundamental graphic design principles, such
as border alignment, colour contrast, typography, and space optimization. It took some time
to grasp these concepts fully, but with persistence, I honed my skills and began producing
high-quality creatives that delighted our clients. Notably, I received accolades from the CEO
of our company, Mr. Ashish Verma, for one of my designs. While graphic design wasn't a
core aspect of my digital marketing role, I found immense enjoyment in crafting visuals using
Canva. Furthermore, I had the opportunity to explore Adobe Photoshop, one of the most
advanced graphic design tools, and acquired its basics during my tenure at Brandshow
Consultancy Services.

The skills cultivated during this endeavour encompassed creativity, with Canva being my
primary tool of choice. I developed a keen understanding of thinking outside the box,
communicating through art, and the nuances of typography and colour composition. These
skills have not only enriched my professional repertoire but also hold the promise of aiding
me in creating attention-grabbing advertisements and guiding others in doing so.

Undoubtedly, challenges presented themselves along the way. Initially, many of my designs
faced rejection due to their lack of adherence to fundamental graphic design principles. It was
through the patient guidance of my colleague, Mr. Sharad Pratap Singh, a graphic design
expert, that I began to unravel the intricacies of creating compelling ad designs. I assimilated
the preferences of our clients and gradually incorporated these insights into my work, refining
my skills in the process.

I extend my heartfelt gratitude to Mr. Sharad Pratap Singh for his invaluable mentorship,
which not only elevated my proficiency in graphic design but also deepened my appreciation
for the art of visual communication.

In conclusion, my foray into graphic design using Canva proved to be a rewarding and
enriching experience. It equipped me with a valuable set of skills that complemented my
digital marketing expertise. This journey underscored the importance of creativity and
attention to detail in crafting advertisements that resonate with the target audience and
enhance brand awareness.
Task-2: Website Auditing

In the course of my website auditing tasks, my primary focus was the meticulous examination
of websites, either belonging to our company or our clients, in search of missing schemas and
meta tags. The overarching objective was clear: to rectify any omissions in these critical
elements in order to enhance the Search Engine Results Page (SERP) ranking of the
respective websites. This journey not only exposed me to the profound significance of
schemas and meta tags but also instilled in me a profound appreciation of their relevance in
the field of digital marketing.

My initial step in this endeavor was to delve into the theoretical underpinnings of these
concepts. I embarked on an exploration of meta tags, schema markup, XML sitemaps, and
related technical facets. The core essence of these technical elements lies in their capacity to
facilitate Google's web crawlers in comprehending website content comprehensively. Once
the crawlers achieve a robust understanding of a website's content, it invariably contributes to
an elevation in the website's SERP ranking. Subsequently, I transitioned into the practical
aspect of the task, where I was entrusted with the responsibility of creating missing meta tags
and schemas, either for our company's websites or those of our clients. While schemas, meta
tags, and related elements are integral to digital marketing, they firmly reside within the
realm of computer science, primarily HTML. Given my non-technical background, I was
afforded the latitude to leverage AI chatbots, such as ChatGPT, to assist me in generating
these vital components. Following the creation of all requisite schemas and meta tags, the
next critical step was to subject them to scrutiny through the Google Rich Test Result. It is
imperative that schemas and meta tags pass this assessment before being deployed in a
website's backend. While most of the codes successfully cleared this hurdle, a few posed
challenges. In such instances, I sought the guidance of my mentor, Mr. Rohit Kumar, for code
refinements.

The outcomes and achievements of this endeavor were significant. Through my efforts, I
succeeded in generating and implementing schemas and meta tags across various websites,
resulting in a tangible enhancement of their SERP rankings.

From a skills and learning perspective, this task was transformative. It imparted a
comprehensive understanding of schema and meta tag structures, encompassing subdivisions
like Favicon, FB Open Graph, Open Graph General, geotags, and more. This experience also
brought about a paradigm shift in my perception. I previously held the belief that digital
marketing was devoid of coding requirements. However, I now appreciate that even in the
domain of digital marketing, a fundamental grasp of HTML and related concepts is
invaluable.

Navigating this task presented its set of challenges, especially for someone from a non-
technical background like mine. Initially, grasping and implementing the intricacies of meta
tags and schemas was a daunting endeavor. Nevertheless, with unwavering support from Mr.
Rohit Kumar and the assistance of my colleague, Mr. Salman, I gradually gained mastery
over the subject matter. I also supplemented my learning with concise video tutorials
available on platforms like YouTube, which proved to be immensely helpful.

Collaboration played an indispensable role in the successful completion of this task. I owe a
debt of gratitude to my mentor, Mr. Rohit Kumar, and my colleague, Mr. Salman, for their
prompt and invaluable assistance. Their proactive support was instrumental in achieving our
goals.

In conclusion, this undertaking significantly broadened my skill set, merging the worlds of
digital marketing and web development. It underscored the importance of technical
proficiency, even in a non-technical role, and reinforced the notion that effective
collaboration can overcome challenges and lead to tangible improvements in SERP rankings.

Task-3: Keyword Rank Analysis

In the course of this task, I was entrusted with the responsibility of analyzing a set of long tail
keywords provided by our clients, with the primary objective of evaluating their impact on
enhancing the SEO ranking of the client's website. This undertaking proved to be a
significant opportunity for me to gain practical insights and refine my analytical skills. It also
introduced me to a valuable tool, the "SERP Trends" Chrome extension, which became an
indispensable asset throughout the process.

To commence, I received a comprehensive list of approximately 250 long tail keywords

meticulously organized within an Excel spreadsheet. Armed with this dataset, I embarked on
my journey by conducting meticulous keyword ranking assessments on the Google search
engine. The "SERP Trends" Chrome extension proved instrumental in efficiently and
accurately gauging the rankings of these keywords. Subsequently, I recorded these rankings
within the dedicated columns of an Excel sheet provided by my mentor.

The Excel sheet featured four key columns, each serving a specific purpose: Serial Number,
Keywords, the date of 10.05.2023, and the date of 01.06.2023. My task primarily focused on
analyzing the keyword rankings as of 01.06.2023, so I diligently inputted all the relevant
ranking data into this column. The column dated 10.05.2023 contained the previously
documented rankings for each keyword. My mission was to meticulously compare the
rankings on these two dates and synthesize the findings into a coherent summary table.

Upon completion of the analysis, I discerned that 94 of the keywords exhibited improved
performance on 01.06.2023, while 97 keywords experienced a decline in their rankings.
Additionally, 22 keywords displayed a consistent performance with no significant changes.
This outcome provided valuable insights into the effectiveness of these long tail keywords in
influencing SEO rankings, enabling informed decision-making for our client.

I had the distinct privilege of receiving commendation from my senior colleague, Mr. Sharad
Pratap Singh, for my meticulous efforts in creating a visually appealing Excel summary chart
that encapsulated the essence of this task.

One of the pivotal skills I honed during these tasks revolved around Excel proficiency. I
delved into the intricacies of conditional functions and the powerful filtering tool, which
proved indispensable in categorizing keywords based on their performance. This newfound
expertise in Excel holds the promise of providing me with a substantial advantage in the
corporate world, where Excel proficiency is widely regarded as an essential skill.

The most significant challenge encountered throughout this endeavor was the execution of
the appropriate Excel functions to effectively categorize keywords based on their
performance changes. I navigated this challenge through a combination of trial and error, as
well as valuable guidance and support from my mentor, Mr. Rohit Kumar. This experience
underscored the remarkable capabilities of Excel as a productivity-enhancing tool, provided
one possesses the knowledge and skills to leverage its functions and features effectively.

In conclusion, this tasks not only allowed me to delve into the world of SEO analysis but also
empowered me with valuable Excel skills. The ability to interpret and present data in a
meaningful way, as showcased by the visually appealing summary chart, is a testament to my
growth in this endeavor. I look forward to applying these newfound skills and insights to
future challenges in the realm of management and beyond.
Task-4: Social Media Marketing Plan

In this task, I was entrusted with the responsibility of formulating a one-week social media
marketing strategy for a client, and it served as an opportunity to put the theoretical
knowledge acquired during my academic journey into practical application in the corporate
realm. The task was conducted within the framework of the RACE model, encompassing the
stages of Reach, Act, Convert, and Engage, with a meticulous record maintained in an Excel
sheet comprising six columns: date, day, reach, act, convert, and engage.

Reach:

In the initial phase of the marketing strategy, the focus was on expanding the reach of the
client's brand. To achieve this, I employed a variety of tactics. These included sharing
captivating success stories, disseminating informative infographics, spotlighting the client's
unique selling points (USPs), narrating compelling visual stories, hosting engaging webinars,
and providing valuable tips and industry news. These tactics were instrumental in increasing
the visibility and awareness of the client's offerings.

Act:

The next phase aimed at prompting action from potential customers. To encourage users to
actively engage with the brand, I devised tactics such as soliciting testimonial videos from
satisfied customers, conducting interactive Q&A sessions, and actively responding to user
comments on social media platforms. These strategies were devised to foster a sense of
involvement and interaction among the audience.

Convert:

Converting interested prospects into loyal customers was the pivotal focus in this phase. To
accomplish this, I executed tactics that personalized the customer experience. This included
sending tailored welcome messages to convey appreciation and value, introducing them to
the client's flagship products, and providing virtual tours of the services offered. These
strategies were intended to facilitate a smooth transition from interest to conversion.

Engage:

The final phase revolved around sustaining the engagement of converted customers. Tactics
employed to achieve this included announcing exciting upcoming events organized by the
client, and maintaining a responsive approach to customer queries and concerns. By keeping
customers engaged, we aimed to nurture brand loyalty and advocacy.

In terms of outcomes, it is worth acknowledging that I did not achieve the specific targets set
for follower growth, likes per post, and website visits within the designated week.
Nevertheless, it was encouraging to receive recognition from Mr. Ashish Verma for
proactively establishing SMART goals, displaying a proactive attitude, and diligently
working towards these objectives.

From a learning perspective, this task provided valuable insights into the practical
implementation of a structured framework like RACE. It underscored the significance of
meticulous execution and highlighted that success relies not solely on the framework itself
but also on the unwavering commitment to its execution.

Challenges encountered during this task mainly pertained to my initial unfamiliarity with the
RACE framework. Articulating the framework effectively was a formidable challenge.
However, I overcame these hurdles with the guidance and mentorship of my senior colleague,
Mr. Ashish Verma.

In conclusion, this task served as an enriching learning experience, allowing me to bridge the
gap between theoretical knowledge and practical application. It deepened my understanding
of the RACE framework and equipped me with valuable skills that can be leveraged to
achieve organizational objectives in the future.

Click here to view the excel sheet pertaining the Social Media Marketing strategy using the
RACE framework.

Task-5: Competitor Analysis

In this task, I embarked on a comprehensive analysis of one of my client's competitors, a

critical endeavor aimed at devising strategies to propel my client's growth in their respective
industry. The task presented a unique opportunity to put into practical use the theoretical
knowledge I had acquired during my academic journey in the realm of competition analysis.
The initial step of this undertaking involved an extensive search on Google to identify and
compile a list of all competitors in the client's niche. This data was meticulously organized
into an Excel spreadsheet, with each competitor occupying a dedicated column. Alongside
the competitor names, I incorporated six crucial metrics to evaluate and benchmark their
performance. These metrics encompassed key aspects of web presence and influence.

Firstly, "Monthly Traffic" was assessed, signifying the number of monthly visitors to a
competitor's website. This metric provides insights into the reach and engagement of each
competitor. "Page Duration," the second metric, measured the average time visitors spent on
a particular website, shedding light on the quality and stickiness of the content.

"Bounce Rate" was the third element under scrutiny, reflecting the rate at which visitors
landed on a web page and departed without exploring further. A high bounce rate often
indicates issues with user engagement and content relevance. "Domain Authority" was the
fourth metric, assigning a numerical score out of 100 to assess a website's SEO strength. The
higher the score, the more robust the website's position in SEO terms.

Fifth on the list was "Backlinks," which referred to the external links on other websites
redirecting users to a competitor's site, effectively serving as endorsements and promotions.
Finally, "Page Authority," mirroring Domain Authority but focused on individual web pages,
evaluated their SEO optimization and influence. "Organic Search" delineated the source of
website traffic, elucidating whether visitors arrived naturally or through advertisements.

To gather these valuable metrics, I harnessed various tools and resources, including Chrome
extensions like "Keyword Surfer" and "Ubersuggest," as well as platforms such as
"Wordstream" and "Similar Web." The copious data amassed was meticulously filtered and
organized using Excel functions, allowing for an insightful comparative analysis.

Upon diligent examination and ranking of all aspects from best to worst, a resounding
conclusion emerged: Amity University emerged as the most formidable competitor in my
client's landscape. Their dominance across several key metrics signalled a considerable
challenge for my client's growth ambitions.

This undertaking enriched my understanding of the fundamental terminologies underpinning

digital marketing and SEO. It offered me a profound insight into the intricacies of web
analytics, thereby fortifying my foundational knowledge. Armed with this newfound
expertise, I gained enhanced confidence in navigating the dynamic field of digital marketing,
setting the stage for effective strategies and informed decision-making.

In conclusion, the analysis of my client's competitors not only unveiled the competitive
landscape but also equipped me with vital insights and skills crucial for success in the ever-
evolving realm of digital marketing and management. It is imperative that this knowledge be
leveraged strategically to formulate tailored solutions that will empower my client to thrive in
their industry.

Click here to view the excel sheet that contains the detailed competitor analysis for my client.
Task-5: Content Marketing

In the realm of content marketing, I undertook a range of tasks aimed at achieving the
overarching objective of extending the reach of our content to a wider audience, thereby
enhancing our prospects of converting potential clients. These tasks not only provided me
with valuable hands-on experience in content creation but also allowed me to harness
industry tools to effectively market our content.

The first task in this multifaceted endeavour was the bookmarking of various blogs and
articles on behalf of our clients. This involved the meticulous process of categorizing and
tagging web content, facilitating its retrieval for future purposes. Through this task, I
discovered the invaluable resource known as "SEOKhazana," which featured a plethora of
both free and premium bookmarking sites. I was tasked with leveraging the free platforms
such as Digg, StumbleUpon, and Scoop, where I posted client-supplied articles and blogs,
ensuring they were appropriately categorized.

Moving on to the second task, I ventured into the realm of email marketing using the
Mailchimp platform. This task was particularly focused on promoting the National
Management Olympiad (NMO), a prestigious national-level management competition for
MBA and PGDM students, organized by the Federation of Industrial Education (FIE). I
meticulously crafted content, drawing inspiration from previous years and harnessing the
assistance of AI tools like ChatGPT. The convenience of Mailchimp's "Drag & Drop" feature
was instrumental in designing engaging content that resonated with the target audience.

The third task involved social media marketing for NMO, where I harnessed platforms such
as Instagram, Facebook, Twitter, Pinterest, and LinkedIn, among others, to amplify the
visibility of the competition. I strategically shared a variety of content, including infographics
and memes, to captivate and engage the audience, ultimately driving traffic to the official
NMO website.

The final task in this comprehensive content marketing strategy was Quora marketing on
behalf of a specific client, Inbound Marketing. Here, I actively addressed inquiries from
potential clients on the platform, skilfully redirecting them to the official website of my
client. This strategy aimed to foster brand awareness and cultivate leads.

In terms of outcomes and achievements, the most remarkable results were observed in the
realm of email marketing. Here, I successfully generated 22 leads with an impressive open
rate of 35%, a click rate of 3.2%, and an unsubscribe rate of a mere 0.85%. These metrics
underscore the effectiveness of our email marketing campaign in engaging and retaining our
audience.

Through these tasks, I acquired a wealth of knowledge and skills. I familiarized myself with
bookmarking practices, discovered valuable online resources, and gained proficiency in
Mailchimp, covering aspects such as bulk tagging, content creation, post scheduling, and
email writing etiquette. In the realm of social media marketing, I honed my skills in crafting
compelling captions, optimizing content with alt text, and incorporating tags and hyperlinks
effectively. These foundational skills in digital marketing have equipped me with a strong
starting point as I embark on my career journey.
In conclusion, the tasks I performed in content marketing provided me with invaluable hands-
on experience and a robust skill set in the field. From bookmarking to email marketing, social
media promotion to Quora engagement, each task contributed to my growth as a marketing
professional, setting a solid foundation for future endeavours in the dynamic world of digital
marketing.
Task-6: Content Creation

Content creation is an integral component of digital marketing, and my participation in this

domain during my summer internship was an invaluable experience. I was tasked with
creating compelling content tailored to the client's target audience, with the ultimate aim of
transforming viewers into prospective leads. This opportunity proved instrumental in
fulfilling two of my SIP objectives: gaining hands-on familiarity with content creation tools
such as Adobe Photoshop, Canva, and Weebly, and applying consumer behavior concepts to
develop customized, engaging content that resonated with the client base.

In my role, I utilized Canva and Photoshop to craft diverse posters and banners for the client.
Before initiating the creative process, I thoroughly studied the client's previously successful
content to draw inspiration and ensure the new content aligned with their brand identity.
Additionally, I spearheaded an in-house project, conceptualizing and executing social media
posts for the National Management Olympiad, highlighting the benefits of participation to
encourage engagement. Moreover, I excelled in crafting captivating captions for the client's
social media posts, earning recognition from my mentor for the compelling nature of my
work.
Through these tasks, I honed my understanding of fundamental graphic design concepts
encompassing aspects such as alignment, color coordination, consistency, space utilization,
and typography. The experience also facilitated my grasp of the basics of Adobe Photoshop,
dispelling any prior reservations I held about its complexity. This newfound proficiency not
only enhanced my creative skill set but also broadened my avenues for professional growth
within the realm of digital marketing.

Undoubtedly, I encountered initial challenges related to maintaining consistency and precise

alignment in my content creations. However, with the invaluable support and guidance of my
colleague, Mr. Sharad Pratap, a seasoned graphic designer, I swiftly overcame these
obstacles. His mentorship played a pivotal role in my learning journey, particularly when
navigating the intricacies of tools like Photoshop. His insights and expertise proved
invaluable in developing my proficiency and confidence in handling complex design tasks.

In conclusion, my immersion in content creation during my summer internship significantly

expanded my skill set and knowledge base. The firsthand experience not only solidified my
understanding of design principles but also instilled in me a profound appreciation for the
impact of tailored content in driving successful marketing strategies. I am eager to leverage
these learnings in my future endeavors, contributing meaningfully to the growth and success
of the organizations I will be associated with.
Task-7: UX/UI Auditing

In this task, my primary focus was to immerse myself in the role of a potential customer,
effectively assessing the user experience of various websites. This experience provided
valuable insights into the importance of enhancing the visual appeal and functionality of the
sites to ensure a positive and engaging user experience. Understanding consumer personas
was instrumental in tailoring my approach to address the specific needs and preferences of
the target audience, thereby contributing to the overall improvement of the websites.

My role involved thoroughly evaluating the pre-designed websites from the perspective of an
ordinary user. During this process, I identified several critical discrepancies that could
potentially hinder the user's experience. These issues ranged from non-responsive payment
pages, typographical errors, to misaligned text and design elements, ultimately affecting the
site's professionalism. To ensure comprehensive reporting, I meticulously documented these
shortcomings and provided constructive recommendations to rectify them, ultimately
enhancing the overall user experience.
Notably, some of my proposed suggestions were well-received by the clients and were
subsequently implemented on their websites. This positive response reaffirmed the
significance of my contributions and highlighted the impact of my efforts in improving the
overall performance and appeal of the websites. Witnessing the practical implementation of
my recommendations further solidified my understanding of effective user experience
enhancement strategies.

This task provided me with a valuable opportunity to develop a customer-centric perspective

and strategic foresight. Understanding the customer's viewpoint and preferences not only
honed my analytical skills but also equipped me with a valuable asset in the corporate world.
By aligning products and services with customer needs and expectations, businesses can
establish a competitive edge and foster a loyal customer base, leading to long-term success
and growth.

Throughout the task, I encountered a significant challenge in aligning my personal

preferences with those of the target customers. Initially, I found it challenging to detach
myself from subjective opinions and accurately assess the websites based on the customer's
perspective. However, with the guidance of my esteemed mentor, Mr. Ashish Verma, I
learned to objectively evaluate the functional and aesthetic aspects of the websites, ensuring a
balanced and thorough assessment. Overcoming this obstacle significantly enhanced my
ability to provide comprehensive and unbiased feedback, thereby contributing to the overall
improvement of the websites.

While I collaborated with my colleague, Mr. Salman, on a few client projects, the majority of
the task required individual efforts. Working independently allowed me to develop a self-
reliant approach and foster a sense of accountability in delivering high-quality outputs.
However, the collaborative experience provided valuable insights into the significance of
teamwork and effective communication, emphasizing the importance of collective efforts in
achieving common goals.

In conclusion, this task not only sharpened my skills in user experience assessment but also
emphasized the critical role of customer-centric approaches in achieving business success.
The practical application of consumer personas and the ability to provide valuable insights
and recommendations for website enhancement have significantly enriched my professional
capabilities, positioning me as a valuable asset in the corporate landscape.

Task-8: E-Mail Marketing

In the process of contributing to the National Management Olympiad's e-mail marketing

campaign, I had the opportunity to delve into the dynamic realm of lead generation and
customer retention. Leveraging the proficient features of Mailchimp, I successfully navigated
through the intricacies of this renowned e-mail marketing platform, thereby gaining valuable
insights into the strategic intricacies of this marketing approach.
During my tenure, one of the pivotal tasks I undertook involved formulating and
disseminating compelling content highlighting the manifold benefits of participating in the
Olympiad, effectively engaging a burgeoning audience of approximately 600 enthusiastic
students who had registered for the 5th season. I meticulously curated a series of emails,
employing the platform's user-friendly 'Drag & Drop' feature to create visually captivating
and informative content. Subsequently, I adeptly streamlined subsequent communication by
crafting timely reminders pertaining to the forthcoming major events of the Olympiad,
ensuring a consistent and engaging e-mail marketing campaign.

As a testament to the efficacy of these endeavors, my strategic initiatives culminated in the

generation of 22 prospective leads for the 5th season of the National Management Olympiad.
Notably, the campaign garnered an impressive open rate of 35%, surpassing the global
average by a significant margin of 39.64%. Moreover, the click rate of 3.2% further
outperformed the worldwide average by 9.83%, underscoring the efficacy of the carefully
curated content and strategic email dissemination.

Throughout this undertaking, I honed my skills in maintaining consistent and compelling

campaigns, delivering quality content that resonated with our prospective clientele.
Additionally, my proficiency in sorting and bulk tagging within Mailchimp emerged as a
valuable asset, underscoring my adeptness in managing and organizing substantial data sets, a
skill set essential in the landscape of contemporary marketing strategies. These newfound
competencies undoubtedly instilled within me a profound sense of confidence, equipping me
with the requisite skills to proficiently execute and manage similar e-mail marketing
campaigns in the future, irrespective of the organizational context.

Navigating through this multifaceted task was not without its challenges. I encountered
difficulties in effectively sorting the voluminous data, necessitating a resourceful approach to
problem-solving. Collaborating with industry-standard tools such as Microsoft Excel,
coupled with the insightful guidance of my mentor, Mr. Rohit Kumar, I adeptly surmounted
these obstacles, ensuring the seamless progression of the campaign and reaffirming my
commitment to delivering optimal results.

In conclusion, this enriching experience not only enabled me to contribute significantly to the
National Management Olympiad's marketing objectives but also instilled within me a
comprehensive understanding of the intricacies of e-mail marketing, arming me with valuable
insights and competencies that will undoubtedly prove instrumental in shaping my future
endeavors within the realm of marketing and management.
Task-8: Keyword Research

During my tenure at Brandshow Consultancy, one of the most engaging and productive tasks
I was assigned was conducting extensive keyword research for blog posting. This task not
only allowed me to delve deep into the intricacies of Search Engine Optimization (SEO) but
also offered a hands-on experience with various industry tools such as Ubersuggest,
Keywords Explorer, Keywords Surfer, and Google Keyword Planner. The primary objective
was to enhance the search engine result page (SERP) rankings of our clients' blog posts and
augment their overall visibility in the online sphere.

I approached this task with a meticulous strategy. After receiving the specific context for the
keyword research, I initiated the process by compiling a comprehensive list of related
keywords. This involved leveraging diverse resources such as Wikipedia, Google Auto
Complete, and Google Keyword Planner. Through these channels, I meticulously compiled
hundreds of keywords pertinent to the designated topic. Subsequently, I employed the
Keywords Surfer extension, a valuable tool that provided insights into the search volume and
ranking difficulty of each keyword. Leveraging this extension, I efficiently filtered out
irrelevant keywords, streamlining the list for further analysis.
With a refined list of pertinent keywords, I then utilized the Google Auto Complete feature to
generate mid-tail keywords derived from the initially sorted short-tail keywords. This step
allowed for the expansion and diversification of the keyword pool, ensuring a robust and
holistic approach to the optimization process. Additionally, harnessing the creative potential
of Chat GPT, I seamlessly crafted long-tail keywords that exhibited lower competitiveness,
yet held significant potential for sustainable growth in search rankings.

Through this comprehensive approach, I was able to provide a wealth of valuable insights
and nearly 45 potential blog content ideas for our clients. The in-depth understanding and
practical application of various keyword research methodologies not only fortified my
existing knowledge from prior digital marketing training but also significantly bolstered my
confidence in executing comprehensive keyword research for any future endeavors. I firmly
believe that the skills honed during this task have equipped me to facilitate enhanced search
engine rankings and greater online visibility for any company I may work with in the future.

In conclusion, the experience garnered from this task has not only strengthened my technical
skills but has also underscored the crucial role of meticulous keyword research in augmenting
online visibility and search engine rankings. This hands-on experience has undoubtedly
positioned me as a more competent and confident professional, ready to take on the
challenges of the dynamic digital landscape with expertise and proficiency.
 LEARNINGS ACQUIRED

Lesson-1: Page Speed Insights/ GT Metrix

During my tenure as a summer intern in the field of digital marketing, I had the opportunity
to explore two vital tools in website optimization: Google's Page Speed Insights (PSI) and
GTmetrix. My learnings from these tools have been invaluable, providing me with a
comprehensive understanding of the importance of website speed and performance in digital
marketing.

Page Speed Insights, provided by Google, is an instrumental tool in assessing the quality of
user experiences on a website. PSI classifies the user experiences into three categories: Good,
Needs Improvement, and Poor. It provides a distribution of these metrics, allowing
developers to understand the range of experiences for a particular page or origin. This
distribution is divided into three categories, represented by green, amber, and red bars,
respectively.

PSI also provides the Core Web Vitals, which are performance signals critical to all web
experiences. These metrics include First Input Delay (FID), Largest Contentful Paint (LCP),
and Cumulative Layout Shift (CLS). These vitals may be aggregated at either the page or
origin level, providing a comprehensive assessment of the website's performance.

Apart from this, PSI uses Lighthouse to analyze the given URL in a simulated environment
for various categories such as Performance, Accessibility, Best Practices, and SEO. Each
category is given a score, with 90 or above considered good, 50 to 89 needing improvement,
and below 50 considered poor. This scoring provides a quantitative measure of the page's
performance, which can guide improvements.

On the other hand, GTmetrix provides a more detailed and feature-rich analysis of a
webpage's speed and performance. It offers features such as performance tracking over time,
alerts when the page underperforms, and performance analysis on different devices.
GTmetrix also provides a global performance analysis, showing how your page performs
across 22 different global test locations. This feature allows developers to ensure fast loading
times for all their visitors worldwide.

In conclusion, both PSI and GTmetrix are essential tools in digital marketing, providing in-
depth insights into a website's performance. By understanding and applying the insights
gained from these tools, one can optimize their website's speed and performance, leading to
better user experiences, lower bounce rates, and ultimately, higher conversion rates

As a digital marketing intern, understanding the importance of website performance and

learning to utilize these tools has been a critical part of my growth and development.
Lesson-2: DA/PA/PR

One of the most important aspects of digital marketing is to optimize the website for search
engines and improve its ranking and visibility. During my internship, I learned about three
key metrics that measure the performance and authority of a website and its pages: Domain
Authority, Page Authority, and Page Rank.

Domain Authority (DA) is a score developed by Moz that predicts how likely a website is to
rank in search engine result pages (SERPs). DA scores range from one to 100, with higher
scores corresponding to greater likelihood of ranking. DA is based on data from Moz's Link
Explorer web index and uses dozens of factors in its calculations, such as the number and
quality of linking root domains, the total number of links, and the age of the domain. DA is
not a Google ranking factor and has no effect on the SERPs, but it is a useful comparative
metric to evaluate the strength of a website against its competitors. To check the DA of any
website, I used Moz's Link Explorer tool or MozBar, which is a free SEO toolbar.

Page Authority (PA) is another score developed by Moz that predicts how well a specific
page will rank on SERPs. PA scores also range from one to 100, with higher scores
corresponding to a greater ability to rank. PA is based on data from Moz's web index and
takes into account dozens of factors, such as the number and quality of inbound and outbound
links, the relevance and freshness of the content, and the social signals. PA does not take into
consideration specific on-page elements like keyword use or content optimization. Like DA,
PA is not a Google ranking factor and has no effect on the SERPs, but it is a useful
comparative metric to evaluate the strength of a page against other pages. To check the PA of
any page, I used Moz's Link Explorer tool or MozBar.

Page Rank (PR) is an algorithm developed by Google that assigns a numerical value to each
page on the web based on the quantity and quality of links pointing to it. PR scores range
from zero to 10, with higher scores indicating higher authority and popularity. PR is one of
the many factors that Google uses to rank pages on SERPs, but it is not the only one. PR is
not publicly available and can only be estimated by using third-party tools or browser
extensions. To check the PR of any page, I used LongTailPro³, which is a keyword research
tool that also provides PR estimates.

By understanding these metrics, I was able to analyze the performance and authority of my
website and its pages, as well as identify areas for improvement and optimization. I learned
how to increase my DA by acquiring more high-quality links from reputable domains, how to
increase my PA by creating relevant and fresh content that attracts more inbound links and
social shares, and how to increase my PR by following Google's best practices for SEO.
These learnings helped me to enhance my digital marketing skills and achieve better results
for my website.

Lesson-3: Backlinks

One of the most important topics that I learned during my internship in digital marketing was
backlinks. Backlinks are links from other websites to your website, and they help search
engines determine how relevant and authoritative your website is within your niche.
Backlinks are also one of the major ranking factors for Google and other search engines, as
they indicate that your content is valuable and trustworthy.

During my internship, I learned how to effectively build backlinks for our clients’ websites,
following some best practices that I will summarize below:

• Create high-quality content: The foundation of any successful backlink building

strategy is creating compelling and valuable content that attracts and engages the
target audience. Content that provides useful information, solves problems, answers
questions, or entertains the readers is more likely to earn natural backlinks from other
websites that want to share it with their own audience. Some examples of high-quality
content are blog posts, guides, infographics, videos, podcasts, case studies, and
testimonials.

• Guest blogging: Another way to build backlinks is to write guest posts for other
reputable websites in your niche. Guest blogging allows you to showcase your
expertise, reach a wider audience, and generate traffic to your website. However,
guest blogging requires careful research and outreach to find relevant and
authoritative websites that accept guest posts. It also requires writing original and
engaging content that follows the guidelines and expectations of the host website.
Moreover, guest blogging should be done sparingly and strategically, as too many
guest posts can dilute your brand and harm your reputation.

• Utilize social media: Social media platforms are not only useful for promoting your
content and engaging with your audience, but also for generating backlinks to your
website. Social media links are usually nofollow, which means they do not pass any
link equity or authority to your website. However, they can still help you increase
your brand awareness, drive traffic, and attract potential linkers who may find your
content valuable and link to it from their own websites. Therefore, it is important to
have an active and consistent presence on social media platforms that are relevant to
your niche and audience, such as Facebook, Twitter, LinkedIn, Instagram, Pinterest,
YouTube

• Use relevant tools: There are also several tools that can help you with backlink
building, such as:

✓ Bing Webmaster Tools: This is a free service from Bing that allows you to monitor
and analyze your website’s performance, health, and backlink profile. You can use it
to discover and fix technical issues, optimize your site for search engines, and see
who is linking to your site and how.
 ✓ Ahrefs: This is a paid tool that offers a comprehensive suite of features for backlink
analysis, research, and outreach. You can use it to find and evaluate link
opportunities, track your link building progress, spy on your competitors’ backlinks,
and more.

✓ BuzzSumo: This is a paid tool that helps you find and analyze the most popular and
engaging content in your niche. You can use it to identify the topics, formats, and
platforms that resonate with your audience, and find the influencers and websites that
are sharing and linking to them.

These are some of the key learnings that I acquired during my internship in digital marketing
regarding backlinks.

Lesson-4: Classified SEO Ads

One of the most interesting topics that I learned during my internship in digital marketing
was classified SEO ads. Classified SEO ads are a form of online advertising that appears on
websites that offer various categories of products and services. They are similar to the
classified ads that you see on newspapers and magazines, but they have some advantages and
features that make them more effective for online marketing. In this report section, I will
explain what classified SEO ads are, how they can help with SEO, and what are some of the
best practices for creating and posting them.

Classified SEO ads are short and concise advertisements that describe the product or service
that you are offering, along with some relevant details and contact information. They are
usually posted on websites that have a large number of visitors and offer different categories
of ads, such as jobs, real estate, vehicles, pets, etc. Some examples of popular classified ad
websites are Craigslist, OLX, Quikr, etc.

Classified SEO ads can be either free or paid, depending on the website and the category.
Free classified ads do not cost anything to post, but they may have some limitations in terms
of duration, visibility, and features. Paid classified ads usually offer more benefits, such as
longer duration, higher visibility, more features, and better results.

Classified SEO ads can help with SEO in several ways, such as:

• Backlinks: When you post a classified ad, you can often include a link back to your website,
which can help to increase your site’s backlinks. Backlinks are links from other websites to
your website, and they help search engines determine how relevant and authoritative your
website is within your niche. Backlinks are also one of the major ranking factors for Google
and other search engines, as they indicate that your content is valuable and trustworthy.

• Local SEO: Many classified ad websites allow you to target ads to specific locations or
regions, which can help to improve your local SEO. Local SEO is the process of optimizing
your website for local searches, such as "best pizza near me" or "dentist in Vikasnagar".
Local SEO can help you attract more customers who are nearby and looking for your
products or services.

• Traffic: Classified ad websites usually have a large and diverse audience, which means that
your ads can reach a lot of potential customers who are interested in your niche. By posting
attractive and relevant ads, you can drive more traffic to your website and increase your
chances of conversions and sales.

To create and post effective classified SEO ads, you should follow some best practices, such
as:

• Create high-quality content: The content of your ad should be clear, concise, and
compelling. It should describe the benefits and features of your product or service, answer the
customer’s questions and needs, and include a strong call-to-action. You should also use
relevant keywords that match the search intent of your target audience.

• Choose the right category: You should choose the most appropriate category for your ad,
based on the type of product or service that you are offering. Choosing the right category can
help you reach the right audience and avoid irrelevant or spammy traffic. You should also
avoid posting the same ad in multiple categories, as this can be considered as spamming and
harm your reputation.

• Use images and videos: Images and videos can make your ad more appealing and engaging.
They can also provide more information and details about your product or service, such as
how it looks, how it works, or how it solves a problem. You should use high-quality and
relevant images and videos that showcase the best aspects of your offer.

• Monitor and optimize: You should monitor the performance of your ads regularly and
analyze the results. You should track metrics such as impressions, clicks, conversions,
bounce rate, etc. You should also test different variations of your ads, such as headlines,
descriptions, images, etc., and see which ones perform better. You should optimize your ads
based on the data and feedback that you collect.

These are some of the key learnings that I acquired during my internship in digital marketing
regarding classified SEO ads.

Lesson-5: Meta/Schema Tags

One of the most valuable topics that I learned during my internship in digital marketing was
meta/schema tags. Meta/schema tags are pieces of code that provide additional information
about a web page to search engines and users. They can help improve the visibility,
relevance, and attractiveness of a web page in the search engine results pages (SERPs). In
this report section, I will explain what meta/schema tags are, why they are important for SEO,
and how to use them effectively.

Meta tags are HTML tags that are added to the <head> section of a web page. They describe
various aspects of the web page, such as the title, description, keywords, author, and charset.
Meta tags can also be used to emulate HTTP headers, such as redirecting or refreshing a web
page. Meta tags are not visible to the users, but they can be seen in the HTML code or by
using tools like view-source or inspect element.

Schema tags are also HTML tags, but they use a semantic vocabulary from Schema.org to
define the structure and meaning of the web page content. Schema tags are also added to the
<head> section of a web page, or within the <body> section as attributes of existing HTML
elements. Schema tags can enhance the rich snippets that appear below the web page title in
the SERPs, such as ratings, dates, prices, images, etc. Schema tags are also not visible to the
users, but they can be seen in the HTML code or by using tools like Google’s Structured Data
Testing Tool.

Meta/schema tags are important for SEO for several reasons, such as:

• They help search engines understand and index the web page content better.
Meta/schema tags provide clues and hints to search engines about the topic, purpose,
and quality of the web page. This can help search engines match the web page with
relevant queries and rank it higher in the SERPs.
• They help users decide whether to click on the web page link or not. Meta/schema
tags can influence how the web page is displayed in the SERPs, by providing a
concise and compelling summary of the web page content. This can help users find
what they are looking for and increase the click-through rate (CTR) of the web page.
• They help avoid duplicate content issues. Meta/schema tags can help differentiate web
pages that have similar or identical content, by specifying unique titles and
descriptions for each web page. This can help avoid confusion and penalties from
search engines that filter out duplicate content.

These are some of the key learnings that I acquired during my internship in digital marketing
regarding meta/schema tags.

Lesson-6: H1-H6 Title Tags

One of the most useful topics that I learned during my internship in digital marketing was
H1-H6 title tags. H1-H6 title tags are HTML elements that are used to define the headings
and subheadings of a web page. They help both search engines and users to understand the
structure and the main points of the web page content. They also have an impact on the SEO
and the user experience of the web page. In this report section, I will explain what H1-H6
title tags are, how they work, and what are some of the best practices for using them
effectively.

H1-H6 title tags are HTML tags that are written as <h1> to <h6> in the code of a web page.
They indicate six levels of headings, with <h1> being the most important and <h6> being the
least important. For example, the following code shows a web page with three levels of
headings:

<html> <head> <title>My Web Page</title> </head> <body> <h1>My Web Page</h1>
<h2>Introduction</h2> <p>This is my web page about digital marketing.</p>
<h2>Content</h2> <h3>What is digital marketing?</h3> <p>Digital marketing is the use
of online channels to promote products and services.</p> <h3>Why is digital marketing
important?</h3> <p>Digital marketing is important because it can reach a large and
targeted audience, increase brand awareness, generate leads, and drive sales.</p>
<h2>Conclusion</h2> <p>This is the end of my web page.</p> </body> </html>

The output of this code would look something like this:

My Web Page

Introduction

This is my web page about digital marketing.

Content

What is digital marketing?

Digital marketing is the use of online channels to promote products and services.

Why is digital marketing important?

Digital marketing is important because it can reach a large and targeted audience, increase
brand awareness, generate leads, and drive sales.

Conclusion

This is the end of my web page.

As you can see, the H1-H6 title tags make the web page more organized and readable by
dividing it into sections and sub-sections. They also make the web page more attractive and
engaging by using different font sizes, weights, and colors for the headings.

H1-H6 title tags work by providing clues and hints to search engines and users about the
topic, purpose, and quality of the web page. Search engines use H1-H6 title tags to index and
rank the web page according to its relevance and authority for a given query. Users use H1-
H6 title tags to scan and skim the web page to find the information they are looking for or to
decide whether to click on the web page link or not.

For search engines, H1-H6 title tags are one of the factors that determine how well a web
page matches a user’s search intent. Search engines look at the keywords and phrases that are
used in the H1-H6 title tags to understand what the web page is about and how it relates to
the query. Search engines also look at the hierarchy and consistency of the H1-H6 title tags to
evaluate how well-structured and informative the web page is.

For users, H1-H6 title tags are one of the factors that influence their click-through rate (CTR)
and dwell time on a web page. Users look at the H1-H6 title tags to get a quick overview of
what the web page offers and whether it meets their needs or expectations. Users also look at
the hierarchy and readability of the H1-H6 title tags to navigate through the web page easily
and efficiently.

To use H1-H6 title tags effectively, there are some best practices that should be followed,
such as:

• Use only one <h1> tag per web page. The <h1> tag should be the main heading that
summarizes the main theme or message of the web page. It should also match or
closely resemble the <title> tag of the web page.
• Use multiple <h2> to <h6> tags as needed to create sub-headings for different content
sections or topics within a web page. The sub-headings should be relevant and
descriptive of what each section or topic covers.
• Follow a logical heading hierarchy and do not skip heading levels. Start with <h1>,
then use <h2>, then <h3>, and so on. Do not jump from <h1> to <h3> or from <h2>
to <h5>, as this can confuse search engines and users.
• Use keywords and phrases that match your target audience’s search intent in your H1-
H6 title tags. However, do not overuse or stuff keywords, as this can harm your SEO
and user experience. Use synonyms, variations, and natural language instead.
• Keep your H1-H6 title tags short, clear, and compelling. Avoid using long or vague
H1-H6 title tags that do not convey the value or benefit of your web page. Use
punctuation and capitalization correctly and consistently.

These are some of the key learnings that I acquired during my internship in digital marketing
regarding H1-H6 title tags.

Lesson-7: R.A.C.E Framework

One of the most practical topics that I learned during my internship in digital marketing was
the RACE framework. The RACE framework is a model that suggests four steps to follow
when developing and implementing marketing campaigns. The main purpose of this tool is to
highlight the most important stages in the relationship between a company and its customers.
Its name is an acronym for the four steps proposed: Reach, Act, Convert, and Engage.

The RACE framework helps marketers and business owners plan, manage, and optimize their
digital marketing using a more strategic, structured, and data-driven approach. It follows the
established customer lifecycle or marketing funnel from creating awareness, generating leads
from new prospects, converting prospects to sale (online or offline), and encouraging loyalty,
repeat sales, and advocacy.

The RACE framework also helps with defining new segmentation, targeting, and placing the
value proposition digitally online. It gives a systematic review of progress and a defined
process to measure how successful the planned activities are going so far and how to move
forward towards the goal.

The RACE framework has two parts: the RACE planning framework and the RACE OSA
improvement process. The RACE planning framework defines the essential activities and
measures businesses need to master to survive and thrive in today’s marketing world. The
RACE OSA improvement process defines the three steps needed to build and implement the
growth plan: Opportunity, Strategy, and Action.

The RACE planning framework consists of five stages: Plan, Reach, Act, Convert, and
Engage. Each stage has specific objectives, key performance indicators (KPIs), and tactics
that can be applied across different digital marketing channels and platforms. The following
diagram shows an overview of the RACE planning framework1.

The RACE OSA improvement process consists of three steps: Opportunity, Strategy, and
Action. Each step involves different activities that help marketers and business owners
identify the gaps and opportunities in their current marketing performance, define the best
strategies and tactics to achieve their goals, and execute and evaluate their actions. The
following diagram shows an overview of the RACE OSA improvement process2.

Some of the benefits of using the RACE framework are:

• It is practical and action-oriented: It focuses on tactics that can be implemented in

digital marketing communications channels and on the website.
• It is customer-centered: It follows the customer journey from awareness to loyalty and
advocacy.
• It is data-driven: It uses metrics and analytics to track and measure the results of each
stage and activity.
• It is flexible and adaptable: It can be customized according to the specific needs and
goals of each business or industry.
• It is integrated and holistic: It covers all aspects of digital marketing, from strategy to
execution.

Some of the best practices for using the RACE framework are:

• Use SMART objectives for each stage of the RACE framework. SMART stands for
Specific, Measurable, Achievable, Relevant, and Time-bound. It helps you set clear
and realistic goals that can be tracked and evaluated.
• Use customer personas and customer journey mapping to understand your target
audience better. Customer personas are fictional representations of your ideal
customers based on their demographics, behaviors, needs, motivations, etc. Customer
journey mapping is a visual tool that shows how customers interact with your brand
across different touchpoints and channels.
• Use relevant tools and techniques to optimize each stage of the RACE framework. For
example, use SEO (search engine optimization), PPC (pay-per-click), social media
marketing, content marketing, email marketing, etc., to increase your reach; use CRO
(conversion rate optimization), UX (user experience), web design, landing pages, etc.,
to improve your conversion; use CRM (customer relationship management), email
marketing, loyalty programs, etc., to enhance your engagement.
• Test and optimize your campaigns regularly using A/B testing or multivariate testing.
A/B testing is a method of comparing two versions of a web page or an element (such
as a headline or a call-to-action) to see which one performs better. Multivariate testing
is a method of comparing multiple versions of a web page or an element by changing
several variables at once.
These are some of the key learnings that I acquired during my internship in digital marketing
regarding the RACE framework.

Lesson-8: ON Page/OFF Page SEO

One of the most fascinating topics that I learned during my internship in digital marketing
was the concept and practice of search engine optimization (SEO). SEO is the process of
improving the quality and quantity of organic traffic to a website from search engines like
Google, Bing, and Yahoo. SEO helps websites rank higher on the search engine results pages
(SERPs) for relevant keywords and queries, which can increase their visibility, credibility,
and conversions.

SEO can be divided into three main categories: technical SEO, on-page SEO, and off-page
SEO. Technical SEO refers to the optimization of the website's structure, speed, security, and
crawlability for search engines. On-page SEO refers to the optimization of the website's
content, keywords, titles, meta descriptions, headings, images, and internal links for search
engines and users. Off-page SEO refers to the optimization of the website's reputation,
authority, trustworthiness, and popularity through external factors such as backlinks, social
media, reviews, citations, and mentions.

During my internship, I had the opportunity to apply some of the best practices of on-page
and off-page SEO to various projects and campaigns. Here are some of the key learnings that
I acquired:

On-page SEO best practices:

• Conduct keyword research to identify the most relevant and profitable keywords for
each page and topic.
• Use the main keyword in the title tag, meta description, URL, first 100 words,
headings, and image alt text.
• Write unique, engaging, informative, and helpful content that matches the search
intent and provides value to the users.
• Use synonyms, variations, and related keywords throughout the content to avoid
keyword stuffing and enhance readability.
• Optimize the page loading speed by compressing images, minifying code, enabling
caching, and using a content delivery network (CDN).
• Use internal linking to connect related pages and topics and improve navigation and
user experience.
• Use schema markup to add structured data to your pages and help search engines
understand your content better.
• Track and measure your on-page SEO performance using tools like Google Search
Console, Google Analytics, or Semrush.
Off-page SEO best practices:

• Build high-quality backlinks from relevant and authoritative websites that can vouch
for your content's quality and value.
• Use various link building strategies such as guest posting, broken link building,
resource page link building, or influencer outreach.
• Avoid low value or spammy link building tactics such as buying links, exchanging
links, or using link farms or networks.
• Create and share engaging content on social media platforms such as Facebook,
Twitter, Instagram, or LinkedIn to increase your brand awareness and reach.
• Encourage customer reviews on platforms such as Google My Business, Yelp, or
Trustpilot to boost your online reputation and trustworthiness.
• Monitor your brand signals and mentions using tools like Moz, Ahrefs, or Brand24 to
track your online presence and reputation.

These are some of the key learnings that I acquired during my internship in digital marketing
regarding on-page and off-page SEO.

Lesson-9: Google AD Words

One of the most powerful and versatile topics that I learned during my internship in digital
marketing was Google AdWords. Google AdWords is an online advertising platform that
allows businesses to create and display ads on Google’s search engine and other websites and
apps that are part of Google’s network. Google AdWords is a pay-per-click (PPC) system,
which means that businesses only pay when someone clicks on their ad. Google AdWords
can help businesses reach potential customers who are searching for products or services that
they offer, as well as increase their brand awareness, website traffic, and conversions.

During my internship, I learned how to use Google AdWords effectively by following some
best practices and tips. Here are some of the key learnings that I acquired:

• How to set up and manage Google AdWords campaigns: I learned how to choose the
right campaign type, budget, bidding strategy, targeting options, and ad extensions for
different goals and audiences. I also learned how to use various tools and features
within Google AdWords, such as Keyword Planner, Ad Preview and Diagnosis,
Performance Planner, Recommendations, and Reports.
• How to create and optimize Google AdWords ads: I learned how to write compelling
and relevant ad copy that matches the search intent and the landing page content. I
also learned how to use different ad formats, such as text ads, responsive search ads,
call-only ads, image ads, video ads, and shopping ads. I also learned how to test and
optimize my ads using A/B testing or multivariate testing.
• How to measure and improve Google AdWords performance: I learned how to track
and analyze the results of my Google AdWords campaigns using metrics such as
impressions, clicks, conversions, cost-per-click (CPC), click-through rate (CTR),
conversion rate (CVR), return on ad spend (ROAS), and quality score. I also learned
how to use conversion tracking, attribution models, remarketing lists, and smart
bidding to improve my Google AdWords performance.
These are some of the key learnings that I acquired during my internship in digital marketing
regarding Google AdWords.

Lesson-10: AMP (Accelerated Mobile Pages)

One of the most innovative topics that I learned during my internship in digital marketing
was AMP. AMP stands for Accelerated Mobile Pages, and it is an open-source framework
that helps create fast-loading and mobile-optimized webpages. AMP can improve the
performance, user experience, and SEO of websites, especially on mobile devices. In this
report section, I will explain what AMP is, how it works, what are its benefits and limitations,
and what are some of the best practices for using it.

AMP is a project initiated by Google in 2015 to address the problem of slow-loading and
unresponsive webpages on mobile devices. According to Google, the average time it takes to
load a mobile webpage is 22 seconds, which is far too long for most users who expect instant
results. AMP aims to reduce this loading time to less than one second by simplifying and
standardizing the way webpages are built and delivered.

AMP is based on three main components: AMP HTML, AMP JS, and AMP Cache. AMP
HTML is a subset of HTML that restricts or replaces some of the elements and attributes that
can affect the loading speed and layout of webpages. For example, AMP HTML does not
allow custom JavaScript, external stylesheets, or iframes. Instead, it uses custom tags and
attributes that are optimized for performance and compatibility. AMP JS is a JavaScript
library that manages the rendering and loading of AMP webpages. It implements some of the
best practices for web performance, such as lazy loading, pre-rendering, and resource
prioritization. It also provides some of the features that are not available in AMP HTML,
such as dynamic content, analytics, and ads. AMP Cache is a content delivery network
(CDN) that serves and caches validated AMP webpages from Google’s servers. It ensures
that the webpages are pre-fetched and pre-rendered before they are requested by the users,
resulting in almost instant loading. It also applies some optimizations to the webpages, such
as minifying code, compressing images, and adding security features.

Using AMP can have several benefits for websites and users, such as:

• Faster page load times: AMP pages are loaded and cached efficiently, displaying
content much quicker than traditional webpages. According to Google, AMP pages
load four times faster and use 10 times less data than non-AMP pages.
• Lower Bounce rates: Because AMP pages load so quickly, users are less likely to
abandon a page. Studies show lower bounce rates and higher engagement rates for
AMP pages compared to non-AMP pages.
• Increased ad viewability: AMP works with various ad networks and formats to
ensure that ads are loaded and displayed properly on AMP pages. It also supports
features such as sticky ads, carousel ads, and video ads that can enhance the user
experience and the ad performance. According to Google, AMP pages have 80%
higher ad viewability than non-AMP pages.
• Improved SEO: Google favors fast-loading and mobile-friendly webpages in its
search algorithm. Therefore, using AMP can improve the ranking and visibility of
webpages on Google’s SERPs (search engine results pages). Moreover, Google
 displays some of the AMP pages in a special carousel format on top of the SERPs,
which can increase the click-through rate (CTR) and traffic to the webpages.
• Enhanced user experience: AMP provides a consistent and smooth user experience
across different devices and platforms. It eliminates elements that can distract or
annoy users, such as pop-ups, auto-playing videos, or intrusive ads. It also enables
features that can enrich the user experience, such as interactive content, animations, or
lightboxes.

Despite its benefits, using AMP also has some drawbacks and challenges, such as:

• Reduced functionality: Because AMP restricts or replaces some of the HTML

elements and attributes that can affect the loading speed and layout of webpages, it
can limit the functionality and design options of webpages. For example, some of the
features that are not supported by AMP include custom JavaScript, external
stylesheets, iframes, forms, or cookies.
• Increased complexity: Because AMP requires a different way of building and
delivering webpages than traditional methods, it can increase the complexity and
maintenance costs of websites. For example, some of the challenges that website
owners may face include creating separate versions of webpages for AMP and non-
AMP users; validating and updating the AMP code; integrating with third-party
services such as analytics or ads; or dealing with canonicalization issues.
• Reduced branding: Because AMP standardizes the way webpages are built and
delivered, it can reduce the branding and customization options of websites. For
example, some of the aspects that can affect the branding of websites include using
custom fonts or colors; adding logos or icons; or implementing unique layouts or
designs.

To use AMP effectively and overcome some of its limitations, there are some best practices
that website owners should follow:

• Optimize your page for performance: Remove any unnecessary tags, minify CSS,
and compress images. Make sure your AMP page can render quickly on mobile
devices. Test on various screen sizes and browsers.
• Focus on creating great content: Provide relevant, engaging, and helpful content
that matches the search intent and the user needs. Use clear and concise language,
headings, and bullet points. Add images, videos, or interactive elements to enrich your
content.
• Follow the AMP guidelines and validation rules: Adhere to the specifications and
standards of AMP HTML, AMP JS, and AMP Cache. Use the AMP validator tool or
the Google Search Console to check and fix any errors or warnings in your AMP
code.
• Use analytics and ads that are compatible with AMP: Integrate with analytics and
ads platforms that support AMP or use the built-in components of AMP for these
purposes. Track and measure your AMP performance using metrics such as
impressions, clicks, conversions, revenue, etc.
• Maintain your brand identity and consistency: Use elements that can enhance your
brand recognition and differentiation, such as logos, icons, colors, fonts, etc. Use
schema markup to add structured data to your AMP pages and help search engines
understand your content better. Use canonical tags to link your AMP pages to your
non-AMP pages and avoid duplicate content issues.
These are some of the key learnings that I acquired during my internship in digital marketing
regarding AMP.

Lesson-11: Content Marketing

One of the most rewarding topics that I learned during my internship in digital marketing was
content marketing. Content marketing is a form of marketing that involves creating and
sharing online material that does not explicitly promote a brand but is intended to stimulate
interest in its products or services. Content marketing can help businesses attract, engage, and
retain their target audience by providing valuable and relevant information that solves their
problems or satisfies their needs.

During my internship, I learned how to apply some of the best practices and examples of
content marketing to various projects and campaigns. Here are some of the key learnings that
I acquired:

• I learned how to conduct market research and use tools like Google Analytics to
collect and analyze data about my potential and existing customers. I also learned how
to create customer personas and customer journey maps to understand their
demographics, behaviors, motivations, pain points, and goals.
• I learned how to define my content marketing objectives, align them with my business
goals, and measure them using key performance indicators (KPIs). I also learned how
to choose the best content formats, channels, and platforms for my audience and
goals. Some of the content formats that I used include blogs, newsletters, white
papers, social media posts, emails, videos, podcasts, and webinars. Some of the
channels and platforms that I used include Google Search, YouTube, Facebook,
Twitter, Instagram, LinkedIn, and Quora.
• I learned how to use tools like Keyword Planner & AnswerThePublic to conduct
keyword research and find relevant topics and ideas for my content. I also learned
how to write engaging and informative content that matches the search intent and
provides value to the users. I also learned how to optimize my content for search
engines (SEO) by using keywords, titles, meta descriptions, headings, images, internal
links, schema markup, and other elements. I also learned how to optimize my content
for user experience (UX) by using clear and concise language, headings, bullet points,
images, videos, interactive elements, and other features.
• I learned how to use tools like Mailchimp, and HubSpot to schedule, publish, and
manage my content across different channels and platforms. I also learned how to use
tools like Google Ads, Facebook Ads, Twitter Ads, Instagram Ads, LinkedIn Ads,
YouTube Ads, and Quora Ads to create and run paid campaigns to boost my content
reach and visibility. I also learned how to use tools like Moz, Ahrefs, or SEMrush to
build high-quality backlinks from relevant and authoritative websites that can vouch
for my content quality and value.
• I learned how to use tools like Google Analytics, Google Search Console, Facebook
Insights, Twitter Analytics, Instagram Insights, LinkedIn Analytics, YouTube
Analytics, Quora Stats ,and to track and analyze the results of my content marketing
campaigns using metrics such as impressions, clicks, conversions, cost-per-click
(CPC), click-through rate (CTR), conversion rate (CVR), return on ad spend (ROAS),
return on investment (ROI), bounce rate, engagement rate, social shares, comments,
 likes, views, subscribers, followers, etc. I also learned how to use tools like Google
Optimize or Optimizely to test and optimize my content using A/B testing or
multivariate testing.

These are some of the key learnings that I acquired during my internship in digital marketing
regarding content marketing. I hope this report section helps you understand the concept and
benefits of content marketing for online marketing. If you have any questions or feedback,
please feel free to contact me. Thank you for your attention.

Lesson-12: Data Driven Marketing.

One of the most essential topics that I learned during my internship in digital marketing was
data-driven marketing. Data-driven marketing is the use of data acquired through customer
interactions and third parties to gain insight on customer motivations, preferences and
behaviors. Data-driven insights enable organizations to enhance and personalize the customer
experience, increase brand awareness, generate leads, and drive sales.

Data-driven marketing is based on the analysis of big data, which refers to the large and
complex sets of information that can be collected, stored, and processed by various
technologies. Big data can come from various sources, such as web analytics, social media,
CRM systems, surveys, sensors, etc. Big data can also be structured or unstructured, meaning
that it can have a predefined format or not.

Data-driven marketing can help marketers to answer questions such as who are their
customers, what do they want, how do they behave, where do they find information, when do
they make decisions, why do they choose certain products or services, and how can they be
influenced. By answering these questions, marketers can create more effective and efficient
marketing strategies and campaigns that are tailored to the needs and interests of their target
audience.

Data-driven marketing can also help marketers to measure and optimize their marketing
performance by using metrics and analytics. Metrics are quantitative indicators that can be
used to evaluate the results of marketing activities, such as impressions, clicks, conversions,
cost-per-click (CPC), click-through rate (CTR), conversion rate (CVR), return on ad spend
(ROAS), etc. Analytics are methods and tools that can be used to collect, process, visualize,
and interpret data, such as Google Analytics1, Google Search Console2, Facebook Insights3,
etc.

During my internship, I applied some of the best practices and examples of data-driven
marketing to various projects and campaigns. Here are some of the key learnings that I
acquired:

• I used tools like Google Analytics and Facebook Audience Insights to collect and
analyze data about my potential and existing customers. I also created customer
personas and customer journey maps to understand their demographics, behaviors,
motivations, pain points, and goals.
• I defined my data-driven marketing objectives, aligned them with my business goals,
and measured them using key performance indicators (KPIs). I also chose the best
 content formats, channels, and platforms for my audience and goals. Some of the
content formats that I used include blogs, newsletters, white papers, social media
posts, emails, videos, podcasts, and webinars. Some of the channels and platforms
that I used include Google Search, YouTube, Facebook, Twitter, Instagram, LinkedIn,
and Quora.
• I used tools like Keyword Planner & AnswerThePublic, to conduct keyword research
and find relevant topics and ideas for my content. I also wrote engaging and
informative content that matched the search intent and provided value to the users. I
also optimized my content for search engines (SEO) by using keywords, titles, meta
descriptions, headings, images, internal links, schema markup, and other elements. I
also optimized my content for user experience (UX) by using clear and concise
language, headings, bullet points, images, videos, interactive elements, and other
features.
• I used tools like Mailchimp & HubSpot to schedule, publish, and manage my content
across different channels and platforms. I also used tools like Google Ads, Facebook
Ads, Twitter Ads, Instagram Ads, LinkedIn Ads, YouTube Ads, and Quora Ads to
create and run paid campaigns to boost my content reach and visibility. I also used
tools like Moz, Ahrefs, or SEMrush to build high-quality backlinks from relevant and
authoritative websites that can vouch for my content quality and value.
• I used tools like Google Analytics, Google Search Console, Facebook Insights,
Twitter Analytics, Instagram Insights, LinkedIn Analytics, YouTube Analytics, Quora
Stats, and HubSpot Analytics to track and analyze the results of my data-driven
marketing campaigns using metrics such as impressions ,clicks ,conversions ,cost-per-
click (CPC) ,click-through rate (CTR) ,conversion rate (CVR) ,return on ad spend
(ROAS) ,return on investment (ROI) ,bounce rate , ,engagement rate ,social shares
,comments ,likes ,views ,subscribers ,followers ,etc. I also used tools like Google
Optimize or Optimizely to test and optimize my content using A/B testing or
multivariate testing.

These are some of the key learnings that I acquired during my internship in digital marketing
regarding data-driven marketing.

RECOMMENDATIONS

Recommendation-1: More tasks for interns using Screaming Frog, FB

Analytics & Google Analytics

Screaming Frog is a powerful website crawling tool that allows users to analyze website
structure, identify technical issues, and optimize page performance. To maximize the learning
potential for interns, the following recommendations are suggested:
 • Practical Training: Provide interns with hands-on training sessions on how to use
Screaming Frog effectively. This can include conducting workshops or assigning
specific tasks that require the use of this tool.
• Website Audits: Encourage interns to conduct regular website audits using
Screaming Frog. This will enable them to identify and rectify any technical issues,
improve site performance, and enhance the overall user experience.
• Data Analysis: Encourage interns to extract valuable data from Screaming Frog
reports and analyze it to gain insights into website performance, identify trends, and
make data-driven recommendations for improvement.

FB Analytics is a powerful platform that provides valuable insights into audience behavior,
ad performance, and campaign effectiveness on Facebook. To optimize intern learning using
this tool, the following recommendations can be implemented:

• Ad Campaign Analysis: Assign interns the task of analyzing past and ongoing ad
campaigns using FB Analytics. This will help them understand the effectiveness of
different targeting strategies, creative elements, and ad formats, allowing for data-
driven optimizations.
• Audience Insights: Encourage interns to explore the Audience Insights feature in FB
Analytics to gain a deeper understanding of the target audience. This can include
analyzing demographic information, interests, and behaviors to help shape future
marketing strategies.
• Performance Reporting: Train interns on how to generate comprehensive
performance reports using FB Analytics. This will enable them to monitor key
metrics, track campaign success, and provide valuable insights to the marketing team.

Google Analytics is a widely used web analytics tool that provides valuable data on website
traffic, user behavior, and conversion rates. To maximize intern learning using this tool,
consider implementing the following recommendations:

• Goal Tracking: Assign interns the task of setting up and tracking relevant goals in
Google Analytics. This can include tracking conversions, newsletter sign-ups, or
specific user actions on the website. Analyzing these goals will provide interns with
valuable insights into user behavior and website performance.
• Traffic Analysis: Encourage interns to analyze website traffic data in Google
Analytics. This can involve identifying the sources of traffic, understanding user
acquisition channels, and making recommendations to improve website visibility and
reach.
• User Behavior Analysis: Train interns on how to analyze user behavior flow within
Google Analytics. This will help them gain insights into user engagement, identify
areas of improvement, and optimize the website's user experience.

Conclusion:

By incorporating these recommendations into the intern learning program, the company can
provide a valuable and enriching experience for interns pursuing a major in marketing.
Utilizing tools such as Screaming Frog, FB Analytics, and Google Analytics will equip
interns with practical skills in data analysis, marketing strategy, and website optimization.
Ultimately, this will help them develop into competent marketers who can contribute
significantly to the company's success in the digital landscape.

Recommendation-2: Explore beyond RACE framework (Consider

AIDA, etc)

AIDA Model: To leverage the AIDA model and enhance intern learning, the following
recommendations are suggested:

• Training on Capturing Attention: Provide interns with comprehensive training

sessions that focus on crafting attention grabbing marketing messages and developing
creative campaigns. Encourage them to explore innovative ways to stand out in a
crowded marketplace by considering factors such as visual appeal, emotional
resonance, and compelling storytelling.
• Cultivate Interest and Desire: Empower interns to develop strategies that generate
interest and desire in potential customers. This can involve analyzing target audience
preferences, conducting thorough market research, and aligning product features with
customer needs. Encourage interns to empathize with customers' aspirations, pain
points, and desires, and develop marketing campaigns that effectively tap into these
emotions.
• Encourage Action: Educate interns on the importance of creating clear and
compelling call-to-action (CTAs) to prompt customers to take the desired action.
Provide them with opportunities to design persuasive CTAs across various marketing
channels, such as websites, social media platforms, and email campaigns. Encourage
testing and optimization to identify the most effective CTAs.

The 5Cs Model: Introduce interns to the 5Cs model (Company, Collaborators, Customers,
Competitors, and Context) to provide a holistic view of the marketing landscape. Encourage
interns to analyze these elements and develop strategies that align with the company's goals
and values while meeting customer needs and expectations.

The Brand Equity Model: Familiarize interns with the brand equity model, emphasizing the
importance of building a strong brand identity, awareness, and loyalty. Encourage them to
analyze the company's brand equity and propose strategies to strengthen it through effective
brand communication, consistent messaging, and customer centric initiatives.

The Customer Lifetime Value (CLV) Model: Educate interns on the concept of CLV and
its significance in understanding customer profitability. Encourage them to analyze customer
data, segment customers based on their lifetime value, and propose strategies to enhance
customer retention, loyalty, and overall customer lifetime value.

Conclusion:

By exploring beyond the RACE framework and incorporating models such as AIDA, the
5Cs, the Brand Equity Model, and the CLV Model, companies can enhance intern learning
experiences and optimize their marketing strategies. These recommendations aim to foster a
deeper understanding of customer behavior, engage interns in empathetic marketing
practices, and equip them with valuable skills for their future careers in marketing.
Emphasizing the importance of attention, interest, desire, and action, along with other
relevant models, will enable companies to forge stronger connections with customers, drive
business growth, and create sustainable competitive advantages.

CONCLUSION

After conducting a comprehensive study on digital marketing for the Federation of Industrial
Education and National Management Olympiad, it is clear that digital marketing has become
an essential tool for organizations seeking to thrive in the competitive business arena. The
rapid evolution of technology and the expanding digital landscape have made it paramount
for organizations to adopt effective digital marketing strategies to achieve their objectives.

The study has revealed that digital marketing strategies such as search engine optimization
(SEO), social media marketing, email marketing, and content marketing are crucial for
organizations to reach their target audience and increase their brand awareness. The study has
also highlighted the importance of analyzing data and metrics to measure the effectiveness of
digital marketing campaigns and make informed decisions.

Furthermore, the study has shown that the Federation of Industrial Education and National
Management Olympiad can benefit greatly from implementing digital marketing strategies.
By leveraging digital marketing, the organization can increase its visibility, attract more
participants, and enhance its reputation in the industry.

In conclusion, the study on digital marketing for the Federation of Industrial Education and
National Management Olympiad has shed light on the pivotal role played by digital
marketing in achieving organizational objectives. The study has provided valuable insights
into the dynamic world of digital marketing and has highlighted the importance of adopting
effective digital marketing strategies to succeed in today's competitive business environment.
It is recommended that the Federation of Industrial Education and National Management
Olympiad adopt digital marketing strategies to enhance its visibility, attract more
participants, and achieve its organizational objectives.