CMS COLLEGE OF ENGINEERING

ERNAPURAM, NAMAKKAL – 637003.

DEPARTMENT OF ELECTRONICS AND

COMMUNICATION ENGINEERING

CCW332 – DIGITAL MARKETING

Name : …....................................................

Reg. No. : ……………………………………

Branch : ……………………………………

Year & Semester : ……………………………………

 CMS COLLEGE OF ENGINEERING
ERNAPURAM, NAMAKKAL – 637003.

BONAFIDE CERTIFICATE

Certified that this is the bonafide record of work done in CCW332 – DIGITAL MARKETING

by Mr. / Ms.......................................................... of SIXTH SEMESTER of ELECTRONICS AND

COMMUNICATION ENGINEERING during the academic year 2023-2024.

STAFF-IN-CHARGE HEAD OF DEPARTMENT

Submitted for the University Practical Examination held on ............................ his/her

University number is.........................................

INTERNAL EXAMINER EXTERNAL EXAMINER

 INDEX

EXPT PAGE
DATE NAME OF THE EXPERIMENT MARKS SIGN
NO. NO.

6
 Subscribe to a weekly/quarterly newsletter and analyze how its
Ex. No :1
content and structure aid with the branding of the company
Date :
and how it aids its potential customer segments.

AIM:

Subscribe to a weekly newsletter and analyze how its content and structure
aid with the branding of the company.

PROCEDURE:

A newsletter is a tool used by businesses and organizations to share relevant and

valuable information with their network of customers, prospects and subscribers.
Newsletters give you direct access to your audience’s inbox, allowing you to share
engaging content, promote sales and drive traffic to your website.

Ecommerce NewsletterReal Estate Newsletter

Step 1: Select a Newsletter

Choose a newsletter from a company that interests you or one you would like to
analyze. Ideally, select one that has a clear branding strategy and distinct customer
segments.

Step 2: Sign Up for the Newsletter

Subscribe to the selected newsletter to receive regular updates.
Step 3: Do a Content Analysis

a. Branding Elements
Look for branding elements such as the company logo, tagline, and color scheme.
Analyze how they are used consistently throughout the newsletter.

b. Editorial Style
Examine the writing style, tone, and voice used in the content. Determine if it
aligns with the company's brand identity.

c. Content Themes
Identify recurring themes or topics in the newsletter. Assess how they relate to
the company's products or services and the values it wants to convey.

d. Imagery and Visuals

Analyze the use of images, graphics, and videos. Consider how they support
the brand image and the interests of the target audience.

e. Calls to Action (CTAs)

Look for CTAs, such as links or buttons encouraging readers to take specific
actions. Evaluate how these align with the company's goals and how they benefit
potential customer segments.

Step 4:Do a Structure Analysis

a. Layout and Design

Evaluate the overall layout and design of the newsletter. Consider factors like
the placement of content, use of white space, and visual hierarchy.

b. Section Organization
Examine how the content is organized into sections. Assess whether these
sections cater to different customer segments or needs.

c. Frequency and Timing

Take note of the frequency of the newsletter (e.g., weekly, monthly) and the
timing of its delivery. Determine if this aligns with the target audience's
preferences and habits.
Step 5: Analyze the Subscriber Engagement

a. Feedback and Surveys

Look for opportunities for subscriber feedback or surveys. Analyze how the
company uses this feedback to improve its products or services.

b. Social Media Integration

Check if the newsletter encourages readers to connect with the company on
social media. Evaluate how this integration helps in building a community around
the brand.

Step 6:Make a Audience Segmentation

a. Content Targeting
Determine if the newsletter delivers different content to various customer
segments. Analyze how this customization caters to the diverse needs and interests
of the audience.

b. Subscriber Benefits
Look for exclusive offers, discounts, or content that is tailored to specific
customer segments. Evaluate how this adds value to the subscribers.

RESULT:
Thus the analyzation for the content and structure of the newsletter to a
brand is completed successfully.
 Perform keyword search for a skincare hospital website based
Ex. No : 2
on search volume and competition using Google keyword
Date:
planner tool.

AIM:
To Perform keyword search for a skincare hospital website using Google
keyword planner tool.

PROCEDURE:

Step 1: Search for a keyword “Keyword planner tool”on google search engine
and click the first link of the page. Under the “Campaigns and tool” menu select
“Keyword Planner”then click “Visit Keyword Planner”.

Step 2: Type your business name and click “Switch to Expert Mode”on below.
Step 3: Next its redirect to “Choose Your Objective” section. In this section,
click on “Create an account without an campaign”on below.

Step 4: Next “Confirm your business information” which takes a value for the
filed automatically. We want to select “No” for last question and the click
“Submit” button.

Step 5: After completing the procedure you have redirected to next section. Here
we want to click a “Explore your account” button.
Step 6: From the interface, Select the “Tools” option from the menu. Under the
“Planning” category choose “Keyword Planner” and select “Get search volume
and forecasts” option.

Step 7: Type skincare related keywords under “Get search volume and
forecasts” tab and then click “Get started”.
Step 8:It shows the results for each keywords.

RESULT:
Thus the keyword search for skincare hospital is completed successfully.
Ex. No : 3 Demonstrate how to use the Google WebMasters Indexing
Date: API

AIM:
To demonstrate how to use the Google WebMasters Indexing API.

PROCEDURE:
Steps to Create an Indexing API Project

Step 1: Go to Google Cloud Platform

Step 2: Create a New Project

Ensure that you’re creating a new Indexing API project by clicking the Create
Project option.

Alternatively, you can click the Select a project drop-down and choose New
Project from the popup that appears on the screen.
Step 3:In the next screen, enter a project name that you can recognize later. And
then click Create.

Step 4:Enable Access to API

Once you create the project, you’d need to enable the project to access the API. In
the next step, you’d see a screen as shown below. Confirm if the selected project is
the one that we’ve created for Instant Indexing API, else, select the drop-down at
the top to change the project. Once you’ve selected the project, click Next.
Step 5:In the next step, click the Enable option to enable the project to access the
Instant Indexing API.

Once you’ve enabled it, you can close this tab.

Step 6 : Steps to Create Service Account

Next, you need to create a service account by opening the service accounts page.

Step 7: Create Service Account

After selecting the project you wish to create a service account for, you’ll be taken
to the following page, where you simply need to click the Create Service
Account button highlighted below:
On the Create service account screen, enter a name and description for the newly
created service account.

Select and copy the whole Service Account ID (the one that looks like an email
address) because you will need it later. Then, click on the Done button at the
bottom:
Step 8: Manage Keys for Service Account

You will then be able to download the file that contains your API key. To do so,
simply click the three vertical dots in the Actions column and then select
the Manage keys as shown below:

Step 9: Create New JSON Key for Service Account

You will then be taken to the following page where you can click Add Key and
then select the Create new key option, as shown below:
Step 10:Choose the default JSON format when prompted in the overlay, and
click Create:

Upon clicking Create, the .json file will be automatically downloaded in your
browser, meaning you’ve successfully created the API key & can proceed to the
next step…

Add the Service Account as an Owner of Your Google Search Console

Property

To do this, you’ll need to register and verify your website with the Google Search
Console (if you haven’t done so already), which is super easy: just follow the
recommended steps to verify ownership of your property.
Navigate to Users and Permissions in Google Search Console Settings

After verifying your property, open the Google Search Console, select your
property on the left (if prompted), and then click on Settings near the bottom:

Note: If you’re configuring for a subdomain WordPress Multisite, then ensure that
you’ve chosen the domain level property in Google Search Console, else you’d
have to add the service account as owner separately for each subdomain property.
Click on Users and Permissions:

Add User to Your Search Console Property

Click on the three dots next to your account, and then click on Add User.

Delegate Service Account ID as Owner

A popup will now appear. Enter the Service account ID (the one you copied out
earlier) in the Email address field. Ensure that you’ve
provided Owner level Permission, and then click Add.
Now in a few moments, you should see the Service account listed as a new Owner.

You can use a single Project, Service Account, and JSON API Key across
multiple sites; just make sure that the Service Account is added as Owner for all
the sites in the Search Console.

Configure the Plugin

Now that you’ve created the API key and added the service account to your search
console property, you’re only left with configuring the Instant Indexing plugin on
your WordPress site.

Install Instant Indexing Plugin

Alternatively, you can install it through the WordPress Admin panel by navigating
to Plugins > Add New. Search and install the Instant Indexing plugin, as shown
below.
Insert Your API Key in the Plugin Settings

After installing and activating the plugin, just navigate to Rank Math > Instant
Indexing Settings in your WordPress admin area, and under the Google API
Settings tab, paste in the contents of your JSON file or just upload the file.

Select the Post Types where you want the Indexing API to ping Google to crawl
your website as soon as a post is published, updated, or deleted, and click on Save
Changes.

Note: If you’re using WordPress multisite, then you need to configure the Google
API Settings separately on each individual subsite.

Now it’s time to use Google’s indexing API to get any post or page on your
site indexed almost instantly.
Head over to the Console tab from the top of the page. The screen should appear
similar to the one below.

Enter a URL (or more) in the Instant Indexing section, and choose
the Action as Google: Publish/update URL. Then, click the Send to API button.

In just a second, you should see a response from the API, similar to the one below.
RESULT:
Thus the demonstration for using a Google Webmaster API is completed
successfully.
Ex. No : 4 Discuss an interesting case study regarding how an insurance
Date : company manages leads.

AIM:
To discuss about an case study that how an insurance company manages
leads.

PROCEDURE:

Challenges

1. Lead Quality: The company received leads from various sources, but the
quality of leads varied widely. Many leads were not well-qualified, leading to
wasted resources on unproductive leads.

2. Lead Tracking: Tracking and managing leads from multiple sources, such as
online forms, phone calls, and third-party lead providers, was becoming
increasingly complex.

3. Manual Processes: Much of the lead management was done manually, resulting
in delays, errors, and missed opportunities.

Strategies and Technologies

1. Lead Scoring
Implemented lead scoring models based on historical data and predictive analytics.
This allowed them to prioritize leads based on their likelihood to convert.
Leads were categorized into "hot," "warm," and "cold" categories, with the sales
team focusing primarily on hot leads.

2. Automation
Automated lead capture from various sources and integrated them into a
centralized Customer Relationship Management (CRM) system.
Automated email and SMS marketing campaigns to nurture leads and provide
them with relevant information.

3. Data Enrichment
 Used third-party data providers to enrich lead information. This included
demographic and behavioral data to better understand the leads and tailor their
communication.

4. Lead Routing
Implemented an intelligent lead routing system that ensured the right leads were
assigned to the most suitable agents based on various factors like location,
expertise, and current workload.

5. Real-time Alerts
Implemented real-time alerts for high-potential leads. Whenever a lead exhibited
strong buying signals, the system alerted the sales team to follow up promptly.

6. Performance Analytics
Regularly analyzed the performance of lead sources, lead nurturing campaigns,
and sales team efforts to optimize their strategies.

The implementation of these strategies led to significant improvements:

1. Higher Conversion Rates: By prioritizing and focusing on high-scoring leads,

XYZ Insurance Company saw a substantial increase in their lead conversion rates.

2. Improved Efficiency: Automation reduced manual work and streamlined lead

management processes, allowing sales agents to focus on selling rather than
administrative tasks.

3. Reduced Wastage: Better lead quality and routing reduced the number of
unproductive leads, resulting in cost savings.

4. Data-Driven Decision-Making: The company was able to make more informed

decisions by analyzing data from their lead management system. They could
allocate resources to the most effective lead sources and strategies.

5. Enhanced Customer Experience:Leads received timely and personalized

communication, resulting in a better customer experience.

RESULT:
Thus the case study about insurance company lead management is
completed successfully.
Ex. No : 5 Discuss negative and positive impacts and ethical implications
Date : of using social media for political advertising.

AIM:
To discuss about negative and positive impacts of using social media for
political advertising.

PROCEDURE:

POSITIVE IMPACTS

1. Wider Reach: Social media platforms have billions of active users, allowing
political candidates to reach a vast and diverse audience at a relatively low cost.

2. Engagement and Participation: Political advertising on social media can

encourage civic engagement by prompting discussions, debates, and encouraging
people to participate in elections.

3. Targeted Advertising: Social media platforms offer sophisticated targeting

options, enabling campaigns to reach specific demographics and individuals with
tailored messages.

4. Real-time Updates: Politicians can quickly share real-time updates, respond to

current events, and address concerns, providing transparency and immediacy in
their communication.

5. Cost-Efficiency: Compared to traditional advertising methods, social media

advertising is often more cost-effective, making it accessible to a wider range of
candidates and causes.

NEGATIVE IMPACTS

1. Echo Chambers: Social media can reinforce existing beliefs and create filter
bubbles, where users are exposed to information that aligns with their views. This
can lead to polarization and an inability to consider alternative perspectives.

2. Disinformation and Fake News: False or misleading information can spread

rapidly on social media, undermining the credibility of political campaigns and
sowing confusion among the public.
3. Privacy Concerns: Targeted political advertising often relies on the collection
of personal data, raising privacy concerns and potential misuse of user information.

4. Algorithmic Biases: Social media algorithms can inadvertently favor

sensational or divisive content, amplifying extreme voices and issues rather than
encouraging balanced discourse.

5. Foreign Interference: Social media platforms are susceptible to foreign

interference, where foreign entities may attempt to influence domestic elections
through disinformation campaigns or hacking.

ETHICAL IMPLICATIONS

1. Transparency:There is an ethical obligation for political advertisers to be

transparent about their identity, the source of their funding, and the content of their
ads.

2. Data Privacy: Ethical concerns arise when political campaigns collect and use
personal data without explicit consent. Respecting user privacy and adhering to
data protection laws is essential.

3. Fact-checking: Ethical considerations include the responsibility to fact-check

and provide accurate information in political advertising, avoiding the spread of
disinformation.

4. Algorithmic Accountability: Social media platforms should ensure their

algorithms are designed to promote responsible and ethical discourse, rather than
amplifying divisive or harmful content.

5. Equity and Fairness: Ensuring that all candidates have equal access to social
media platforms and that they are not discriminated against or marginalized is an
ethical imperative.

6. Civic Responsibility: Political advertisers should consider the broader impact of

their messaging on society, promoting healthy and constructive political discourse.

RESULT:
Thus the analyzation about using social media for political advertising is
completed successfully.
Ex. No : 6 Discuss how Predictive analytics is impacting marketing
Date : automation

AIM:
To discuss about Predictive analytics on marketing automation.

PROCEDURE:
Predictive analytics is having a significant impact on marketing automation by
enabling marketers to make data-driven decisions and personalize their marketing
efforts more effectively.

1. Improved Customer Segmentation

Predictive analytics helps in identifying high-value customer segments based on
historical data and behavior patterns. This allows marketers to create more targeted
campaigns, ensuring that the right message reaches the right audience at the right
time.

2. Lead Scoring and Qualification

Predictive lead scoring uses historical data to assign scores to leads, indicating
their likelihood to convert. Marketing automation platforms can use these scores to
prioritize leads for sales teams, resulting in more efficient lead management.

3. Content Personalization
Predictive analytics can analyze customer preferences and behaviors to
recommend personalized content, such as product recommendations, email subject
lines, or website content. Marketing automation systems can then use these
recommendations to create dynamic, personalized marketing messages.

4. Optimized Email Marketing

Predictive analytics can help optimize email marketing campaigns by analyzing
historical email performance and recommending the best send times, content, and
subject lines to maximize open rates and click-through rates.

5. Churn Prediction and Retention

Predictive models can identify customers at risk of churning based on historical
behavior. Marketing automation platforms can then trigger targeted retention
campaigns, such as personalized offers or re-engagement emails, to reduce churn.
6. Dynamic Pricing Strategies
In e-commerce, predictive analytics can assist in setting dynamic pricing based
on factors like demand, competition, and customer behavior. Marketing
automation tools can adjust pricing and promote products accordingly.

7. Marketing Attribution
Predictive analytics can help attribute marketing touchpoints to conversions more
accurately. This data can guide marketing automation systems to allocate resources
and budget effectively across different channels.

8. Customer Lifetime Value (CLV) Prediction

Predictive models can estimate a customer's lifetime value based on their past
behavior. Marketing automation can then tailor marketing efforts to maximize the
value of high CLV customers.

9. Automated A/B Testing

Predictive analytics can suggest A/B testing variations based on historical data,
helping marketers run experiments with a higher chance of success. Marketing
automation platforms can streamline the testing process.

10. Demand Forecasting

Predictive analytics can forecast demand for products or services, allowing
marketing automation systems to adjust campaign volume, timing, and resources
accordingly.

11. Predictive Lead Nurturing

Predictive models can identify where a lead is in the customer journey and
recommend the most relevant content or nurture sequence to move them closer to
conversion.

12. Social Media Insights

Predictive analytics can analyze social media data to identify trends, sentiment,
and influencers. Marketing automation can use this data for more effective social
media campaigns.

RESULT:
Thus the analyzation about Predictive analytics on marketing automation is
completed successfully.