ANGEL

COLLEGE OF ENGINEERING
AND TECHNOLOGY
TIRUPUR – 641665
(AN ISO 9001:2015 CERTIFIED INSTITUTION)

BONAFIDE CERTIFICATE

Register Number……………………………………………..

This is to certify that the bonafide record work done by

..…………………………………………………………………………………………………… of B.E. Computer

Science And Engineering branch for the 06 semester during the academic year 2023-

2024 in the CCW332-Digital Marketing.

Signature of Signature of

Faculty in-charge Head of the Department

Submitted for the University Practical Examination held on ………………………………

INTERNAL EXAMINER EXTERNAL EXAMINER

INDEX

1
EX. DATE EXPERIMENT TITLE PAGE. MARKS SIGN
NO NO

SUBSCRIBE TO A WEEKLY/QUARTERLY
NEWSLETTER AND ANALYSE HOW ITS
1 CONTENT AND STRUCTURE AID WITH 3
THE BRANDING OF THE COMPANY AND
HOW IT AIDS ITS POTENTIAL CUSTOMER
SEGMENTS

PERFORM KEYWORD SEARCH FOR A

SKINCARE HOSPITAL WEBSITE BASED ON 8
SEARCH VOLUME AND COMPETITION
2
USING GOOGLE KEYWORD PLANNER
TOOL

DEMONSTRATE HOW TO USE GOOGLE

WEBMASTERS INDEXING API 11
3

4 DISCUSS AN INTERESTING CASE STUDY

REGARDING HOW AN INSURANCE 15
COMPANY MANAGES LEADS

DISCUSS NEGATIVE AND POSITIVE

5 IMPACTS AND ETHICAL IMPLICATIONS
OF USING SOCIAL MEDIA FOR POLITICAL 19
ADVERTISING

6 DISCUSS HOW PREDICTIVE ANALYTICS IS

IMPACTING MARKETING AUTOMATION 22

EX.NO:01
SUBSCRIBE TO A WEEKLY/QUARTERLY NEWSLETTER
AND ANALYSE HOW ITS CONTENT AND STRUCTURE
DATE: AID WITH THE BRANDING OF THE COMPANY AND
HOW IT AIDS ITS POTENTIAL CUSTOMER SEGMENTS.

2
Aim:
To Subscribe to a weekly/quarterly newsletter and analyse how its content
and structure aid with the branding of the company and how it aids its potential
customer segments.

Objective:

● To analyse the content and structure of a newsletter to understand

its impact on branding and potential customer segments.
● T o learn how newsletters can be used to build brand awareness, position the
company as an expert in its industry, nurture relationships with potential
customers, and drive traffic to the company's website.
● To develop critical thinking and analytical skills by evaluating the
effectiveness of a newsletter's content and structure.

Materials:
1. A computer with internet access
2. A notepad or word processing program.
3. A subscription to a weekly or quarterly newsletter.

Procedure:

● Select a newsletter:

Choose a newsletter that is relevant to your interests or industry. Consider

subscribing to a newsletter from a company that you admire or one that you
think would be a good fit for your target audience.

● Read the newsletter:

Read through several issues of the newsletter to get a

sense of the overall tone, style, and content. Pay attention to the following
elements.

Branding:

3
● How does the newsletter reflect the company's brand?
● Consider the use of visuals, language, and tone.
● Check if the newsletter has a consistent brand identity across different issues.
● Is the branding consistent with the company's overall marketing and
messaging?

Content:
● What type of content does the newsletter typically include?
● Is the content relevant to the company's target audience?
● Is the content original or curated from other sources?
● Is the content well-written and free of errors?

Structure:
● How is the newsletter structured?
● Is it easy to read and scan?
● Is there a clear hierarchy of information?
● Are there any calls to action?
● Is the newsletter visually appealing and easy on the eyes?

Visuals:

● How are visuals used in the newsletter?

● Do the visuals complement the content and enhance the overall message?
● Are the visuals high-quality and relevant to the topic?
● Is the use of visuals consistent with the company's brand identity?

Calls to action:

● What are the calls to action in the newsletter?

● Are they clear, compelling, and easy to follow?
● Are they aligned with the company's overall marketing goals?
● Do they trac the performance of the calls to action to measure their
Effectiveness?

OUTPUT:

Newsletter Analysis:
The New York Times' Daily Briefing

Branding

● Visuals:

4
 The New York Times' Daily Briefing newsletter consistently useshigh-quality
and visually appealing images that are relevant to the top stories of the
day. The images are also consistent with the New York Times' overall brand
identity, which is sophisticated, credible, and authoritative.

● Language:
The language used in the New York Times' Daily Briefing newsletter is clear,
concise, and professional. It avoids jargon and uses plain English that
is easy to understand. The tone of voice is consistent with the New
York Times' overall brand personality, which is intelligent, unbiased, and
trustworthy.
● Tone:
The overall tone of the New York Times' Daily Briefing newsletter is
informative and engaging. It provides readers with a concise overview of the
top news stories of the day, and it does so in a way that is both informative and
engaging.
Content
● Relevance:
The content of the New York Times' Daily Briefing newsletter
is always relevant to its target audience, which is busy adults
w h o w a n t t o s t a y informed about the latest news. The newsletter
covers a wide range of topics,from politics to business to culture.

● Informative:

The content of the New York Times' Daily Briefing newsletter is informative
and provides readers with a concise overview of the top news
storiesof the day. The newsletter often features links to more in-depth
coverage of specific stories, and it always includes a link to the New York
Times' website.

● Engaging:
The content of the New York Times' Daily Briefing newsletter is
engaging and keeps readers interested. The newsletter often uses
storytelling techniques and multimedia elements to make the content more
compelling.

Structure:

5
● Easy to read: The New York Times' Daily Briefing newsletter is easy to
read and s c a n . The newsletter uses a clear hierarchy of information, with
headlines , subheadings, and bullet points to break up the text. The
newsletter also uses white space effectively to make the content more
visually appealing.

● Hierarchy of information: The New York Times' Daily Briefing

newsletter has a clear hierarchy of information. The most important
information is always presented first, and the newsletter uses visual cues, such
as headlines and subheadings, to help readers navigate the content.

● Calls to action: The New York Times' Daily Briefing newsletter includes
clear and compelling calls to action. The calls to action are always relevant to
the content of the newsletter, and they encourage readers to take action, such as
signing up for a free trial of the New York Times' digital subscription or visiting
the New York Times’ website.

Impact on Branding and Potential Customer Segments:

● Brand awareness:
The New York Times' Daily Briefing newsletter helps to build brand
awareness by consistently presenting the company's name, logo, a n d
messaging to a large audience. The newsletter also creates a positive and
memorable impression of the company, as it is seen as a trusted source of news
and information.

● INDUSTRY EXPERTISE:
The New York Times' Daily Briefing newsletter helps toposition the company a
s an expert in its industry by providing valuable andinformative news content.
The newsletter showcases the company's journalistic expertise and thought
leadership, and it establishes the company as a trusted and reliable
source of information.

● Nurturing relationships:
The New York Times' Daily Briefing newsletter helps to nurture relationships
with potential customers by provide in regular communication
and opportunities for engagement. The newsletter builds trust and
rapport with potential customers, and it encourages them to take action,such as

6
 signing up for a free trial of the New York Times' digital subscription or visiting
the New York Times' website.

● Driving traffic:
The New York Times' Daily Briefing newsletter helps to drive traffic
to the company's website by including links to relevant news stories. Thenewsle
tter also includes calls to action that encourage readers to visit the web site.

Performance 20

Program 40

Result 20

Record 20

Total 100

Result:
The New York Times' Daily Briefing newsletter is an effective tool
for building brand awareness, positioning the company as an expert in its
Industry, nurturing relationships with potential customers, and driving traffic to
the company's website. The newsletter is well-designed, informative, and
engaging, and it is a valuable resource for anyone who wants to stay informed
about the latest news.

EX.NO:02
PERFORM KEYWORD SEARCH FOR A SKINCARE HOSPITAL
DATE: WEBSITE BASED ON SEARCH VOLUME AND COMPETITION
USING GOOGLE KEYWORD PLANNER TOOL.

Aim:

7
 Perform keyword search for a skincare hospital website based on search
volume and competition using Google keyword planner tool.

Objective:
To perform keyword research for a skincare hospital website based on
search volume and competition using the Google Keyword Planner tool.

Materials:
● A computer with an internet connection
● A Google Ads account.

Procedure:

Part 1: Keyword Brainstorming

1. Brainstorm a list of relevant keywords:

● Think about the services offered by the skincare hospital.

● Consider the types of patients who would be seeking treatment at the hospital.
● Use online resources such as Google Trends and Answer The Public
to identify trending keywords and popular questions related to skincare.

2. Group keywords into categories:

● Organize the keywords into categories based on their relevance to specific
Services or patient demographics.

Part 2: Google Keyword Planner Tool1.

Access the Google Keyword Planner:

● Go to https://ads.google.com/home/tools/keyword-planner/:https://ads.google.com/
home/tools/keyword-planner/.
● Sign in to your Google Ads account.

2. Enter keyword:

In the "Get search volume and trends" section, enter the keywords you
brainstormed earlier.
● Use quotation marks to search for exact phrases.
● Select the appropriate location and language settings.

3. Analyse search volume and competition:

8
● Review the estimated search volume and competition data for each keyword.
● Search volume indicates the average number of times a keyword is
searched for per month.
● Competition indicates the level of competition for that keyword in
terms of paid advertising.

4. Identify target keywords:

● Select keywords with a balance of high search volume and manageable

competition.
● Prioritize keywords that are relevant to the skincare hospital's core services
and target patient audience.

Part 3: Keyword Optimization

1. Incorporate keywords into website content:

● Use target keywords naturally throughout website pages, including meta

descriptions, titles, and headings.
● Avoid keyword stuffing, which can negatively impact search rankings.

2. Utilize keywords in paid advertising:

● Consider using target keywords in paid advertising campaigns on

search engines like Google and social media platforms like Facebook.

3. Monitor keyword performance:

● Regularly track the performance of target keywords using analytics tools.

● Evaluate the effectiveness of keywords in driving traffic and conversions.
● Adjust keyword usage based on performance data.

Performance 20

Program 40

Result 20
9
Record 20

Total 100
 Result:

Keyword research is an ongoing process that helps skincare hospitals

attract relevant visitors to their website and ultimately convert them into
patients. By utilizing the Google Keyword Planner tool and following the
guidelines outlined in this lab manual, skincare hospitals can effectively
identify and optimize target keywords to enhance their online presence
and achieve their marketing goals.

EX.NO:03
DEMONSTRATE HOW TO USE GOOGLE WEBMASTERS
DATE: INDEXING API

Aim:
To demonstrate how to use Google webmasters indexing API .

Objective:
To demonstrate how to use the Google Webmasters Indexing API to
submit URLs for indexing and retrieve indexing status information.

Materials:

● A Google Search Console account

● A Google Cloud Platform (GCP) project with the Indexing API
enabled
● A service account with JSON key file
● A programming language and development environment (e.g., Python,
Node.js)
10
Procedure:

Part 1: Creating a Service Account and Obtaining JSON Key File1.

1. Create a service account:

● Go to the GCP Console

( https://console.cloud.google.com/:https://console.cloud.google.com/).
● Select the project where you want to enable the Indexing API.
● In the left-hand menu, click on "IAM & Admin" and then "Service
Accounts."
● Click on "Create Service Account" and provide a name for the service
account.
● Select "JSON" as the key type and click "Create."
● Download the JSON key file and save it securely.

Part 2: Enabling Indexing API

1. Enable Indexing API:

○ In the GCP Console, go to the "APIs & Services" section.

○ Click on "Library" and search for "Indexing API."
○ Click on "Enable" to enable the Indexing API for your project.

Part 3: Installing and Configuring Client Library

1. Install client library:

○ Choose a programming language and install the corresponding Indexing API

client library.

○ For example, to use the Python client library, install it using pip

Pip install google-api-python-client

11
2. Set environment variable:

● Set the Google Cloud environment variable

(GOOGLE_APPLICATION_CREDENTIALS)
to point to the JSON key file
downloaded in Part 1.
● For example, in Bash:

Export
GOOGLE_APPLICATION_CREDENTIALS=”/path/to/keyfile.json”

Part 4:
Submitting URLs for Indexing

1. Create an indexing API client:

○ Import the Indexing API client library and create an instance of the
client.

2. Prepare the indexing request:

○ Create a request object containing the URL you want to submit

for indexing.○ Specify the URL type (e.g., URL_UPDATE, URL_DELETED)
and additional parameters if necessary.

3. Send the indexing request:

○ Use the indexing API client to send the indexing request to

Google.○ Handle the response to check for success or errors.

Part 5: Retrieving Indexing Status Information

1. Create a status request:

○ Create a request object containing the URL for which you want to
retrieve indexing status.
12
2. Send the status request:

○ Use the indexing API client to send the status request to Google.
○ Handle the response to retrieve the current indexing status of the
URL.

Example Code Snippet (Python):

from googleapiclient.discovery import build

def submit_url_for_indexing(url, type):
indexing = build('indexing', 'v3')
request = {
'url': url,
'type': type
}

response=indexing.urlNotifications().publish(url=url,
body=request).execute()
if response['status']['code'] == 200:
print('URL submitted for indexing successfully.')
else:
print('Error submitting URL for indexing:', response['status'])

def get_indexing_status(url):
indexing = build('indexing', 'v3')
response = indexing.urlNotifications().get(url=url).execute()
if response['status']['code'] == 200:
print('Indexing status:', response['urlNotification'])
else: print('Error retrieving indexing status:', response['status']

13
 Result:
The Demonstration for how to use the Google Web Masters Indexing APIs
completed. Performance 20

Program 40

Result 20

Record 20

Total 100
EX.NO:04
DISCUSS AN INTERESTING CASE STUDY REGARDING HOW
DATE: AN INSURANCE COMPANY MANAGES LEADS.

Aim:

To Discuss an interesting case study regarding how an insurance company

manages leads.

Objective:
To understand and implement the revamped lead management strategy at ABC
Insure, focusing on the adoption of a comprehensive Customer Relationship
Management ( C R M ) system, integration with marketing automation, lead scori
ng, dynamic lead distribution, and real-time analytics for decision-making.

Equipment and Resources:

● Computer with internet access

●ABC Insure CRM system credentials

● Marketing automation tools access

● Relevant lead data and analytics reports

Procedure:

1.Introduction:

14
a . Familiarize yourself with the background of ABC Insure, its challenges in
lead management, and the objectives of the revamped strategy.

2. CRM System Implementation:

a. Log in to the ABC Insure CRM system.
b. Explore the features of the CRM system, focusing on lead capture,
organization, and real-time analysis.
c . Take note of how the CRM system facilitates better understanding of
Customer behaviour.

3. Integration with Marketing Automation:

a. Access the marketing automation tools integrated with the CRM system.

b. Examine the automated lead nurturing processes, understanding how

targeted and personalized content is sent to leads at different funnel stages.

c. Discuss the role of marketing automation in building and

Maintaining customer engagement.

4. Lead Scoring and Prioritization:

a. Learn about the lead scoring mechanism implemented by ABC Insure.

b . Understand the factors influencing lead scoring, including demographics,

O n l i n e behaviour, and interaction with marketing materials.

c . Discuss how lead scoring helps in prioritizing high-value leads for increased
conversion rates.

5. Dynamic Lead Distribution:

a. Explore the dynamic lead distribution model adopted by ABC Insure.

b . Understand the criteria for assigning leads to sales representatives,

considering expertise, workload, and historical performance.

15
c. Discuss the impact of dynamic lead distribution on sales team
e ffi ciency and overall customer experience.

6. Real-Time Analytics for Decision-Making:

a. Access the real-time analytics dashboard within the CRM system.

b. Review key performance indicators (KPIs) related to lead management.

c. Discuss how insights from real-time analytics empower data-driven decision-

making and continuous improvement.

Results and Discussion:

1. Conversion Rates:

a. Analyse the data on lead conversion rates before and after the implementation
of the revamped strategy.

b. Discuss the factors contributing to the significant increase in conversion rates.

2. Customer Engagement:

a. Evaluate the impact of marketing automation on customer engagement.

b. Discuss specific instances where personalized and timely communication

enhanced relationships with potential customers.

3. Customer Acquisition Costs:

a. Examine the data showcasing the reduction in customer acquisition costs.

b. Discuss how the targeted approach to lead management optimized marketing

spend.

4. Sales Team Productivity:

a. Analyse data reflecting the increased productivity of the sales team.

b. Discuss the role of dynamic lead distribution in enabling representatives to

focus on engaging and closing deals.

16
5. Customer Satisfaction:

a. Assess customer satisfaction metrics.

b. Discuss the positive impact of improved lead management on customer

satisfaction, including quicker response times and personalized interactions.

Performance 20

Program 40

Result 20

Record 20

Total 100

Result:
Thus the case study regarding how an insurance company
manages leads was studied.

17
EX.NO:05
DISCUSS NEGATIVE AND POSITIVE IMPACTS AND ETHICAL
DATE: IMPLICATIONS OF USING SOCIAL MEDIA FOR POLITICAL
ADVERTISING.

Aim:
Discuss negative and positive impacts and ethical implications of using
social media for political advertising.
Objective:

The objective is to comprehensively examine the multifaceted landscape

surrounding the utilization of social media for political advertising .Assessing
the positive aspects, including enhanced reach, cost-effectiveness, and real-time
engagement, provides insight into the potential benefits. Simultaneously,
scrutiny of the negative impacts such as the spread of misinformation,
polarization, and privacy concerns offers a balanced perspective.

Equipment and Resources:

●Computers and Internet Access

● Statistical Software
● Audio-Visual Equipment
● Ethics Guidelines and Framework
● Web Analytics Tools and Communication Tools

Procedure:

Literature Review:

Begin by conducting a comprehensive literature review on the impact of social

media on political advertising. Explore academic journals, books, and articles to
understand existing research and viewpoints.

Define Key Terms

Clearly define key terms such as "social media," "political
advertising," "positive impacts," "negative impacts," and "ethical implications"
to establish a common understanding.

18
Data Collection:

Collect data on current and past political advertising campaigns on social media
platforms. Analyse content, targeting strategies, and user engagement to identify
patterns and trends.

Positive Impacts Analysis:

Evaluate the positive impacts of social media on political advertising,

considering factors like increased reach, cost-effectiveness, engagement, micro-
targeting, and real-time interaction. Support findings with examples and case
studies.

Negative Impacts Analysis:

Examine the negative impacts, including the spread of misinformation,

polarization, privacy concerns, algorithmic biases, and manipulation. Provide
concrete examples and explore the consequences of these negative aspects.

Ethical Implications Examination:

Investigate the ethical implications of political advertising on social media.

Consider issues like transparency, user consent, fairness, privacy, and the
potential influence on democratic processes.

User Perspectives:

Incorporate user perspectives through surveys or interviews. Gather insights

from social media users about their experiences with political advertising and
how they perceive its positive and negative impacts.

Statistical Analysis:

Utilize statistical software to analyse data collected, providing quantitative

insights into the effectiveness of political advertising on social media and its
correlation with user engagement and public opinion.

19
Ethical Framework Application:

Apply ethical frameworks and guidelines to evaluate the actions of political

advertisers on social media. Discuss how these actions align or deviate from
established ethical standards.

Synthesis and Conclusion:

Synthesize findings from the positive and negative impacts analyses and ethical
implications examination. Conclude with a balanced perspective, summarizing
key takeaways and proposing recommendations for future practices.

Performance 20

Program 40

Result 20

Record 20

Total 100

Result:

The examination of the negative and positive impacts, along with the
ethical implications of utilizing social media for political advertising, reveals a
complex interplay between technology, communication, and democratic
processes. Positive impacts include heightened reach, cost-effectiveness, and
real-time engagement, providing political campaigns with unprecedented
opportunities. However, negative consequences such as the rapid spread of
misinformation, increased polarization, and concerns about privacy and
algorithmic bias underscore the darker side of this dynamic landscape. Ethical
considerations, including transparency, user consent, and fairness, emerge as

20
 critical touch points for navigating the ethical minefield associated with political
advertising on social media.

EX.NO:06
DISCUSS HOW PREDICTIVE ANALYTICS IS IMPACTING
DATE: MARKETING AUTOMATION

Aim:

To discuss how predictive analytics is impacting marketing automation

Objective:

The objective is to examine the transformative influence of predictive analytics

on marketing automation. This exploration aims to delve in to the ways in
which predictive analytics is reshaping marketing strategies bye enhancing
automation processes. The discussion will focus on how predictive
analytics leverages data-driven insights to optimize targeting, personalized
messaging, and customer journey mapping within marketing automation
platforms.

Equipment and Resources:

●Computers and Internet Access

● Predictive Analytics Software

● Marketing Automation Platforms

● Data Management Tools

● Collaboration Tools

●Analytics Dashboards

Procedure:

Introduction:

21
● Define predictive analytics and marketing automation to set the stage for the
discussion.

● Briefly explain the significance of integrating predictive analytics into

marketing automation processes.

Overview of Predictive Analytics:

● Provide a clear explanation of what predictive analytics entails.

●Highlight key components such as data modelling, machine learning

algorithms, and statistical analysis.

Understanding Marketing Automation:

●Define marketing automation and its role in streamlining marketing tasks and
workflows.

● Emphasize the importance of automation in improving efficiency and

targeting relevant audiences.

Integration of Predictive Analytics in Marketing Automation:

● Explore how predictive analytics enhances marketing automation by

predicting customer behaviour, preferences, and trends.

●Discuss the integration of predictive models into automated marketing

workflows for personalized targeting.

Benefits of Predictive Analytics in Marketing Automation:

●Detail the positive impacts on campaign effectiveness, lead generation, and

customer engagement.

●Highlight improved decision-making, better targeting precision, and enhanced

customer experiences.

Real-world Examples:

● Provide case studies or examples illustrating successful implementations of

predictive analytics in marketing automation.

22
●Showcase specific companies or industries that have achieved notable results
through this integration.

Challenges and Considerations:

● Discuss potential challenges, such as data quality issues, model accuracy, and
ethical considerations.

●Address the importance of ongoing monitoring and adjustments to ensure

optimal performance.

Ethical Implications:

●Examine ethical considerations related to the use of predictive analytics in

marketing, including privacy concerns and transparency.

● Discuss industry standards and guidelines for ethical practices in predictive

marketing.

Future Trends and Innovations:

● Explore emerging trends in predictive analytics and how they may further
impact marketing automation.

● Discuss innovations and technologies that are likely to shape the future of this
integration.

23
 Performance 20

Program 40

Result 20

Record 20

Total 100

Result:

Predictive analytics has significantly transformed marketing automation,

enhancing its efficiency and effectiveness. This integration enhances lead
scoring, allowing for more targeted and personalized
communication. Additionally,
predictive analytics optimizes campaign management by identifyinghigh-value
segments, improving customer segmentation, and predicting optimal
times for engagement. The result is a more streamlined and data-driven

24