THIS IS REPORT ON DIGITAL MARKETING

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A
INDUSTRIAL TRAINING REPORT
On
“DIGITAL MARKETING”
Submitted in partial fulfillment for the award of degree of
Bachelor of Technology
By
ASHISH JANGID
18EJCEC026
Department Of Electronics & Communication Engineering
Jaipur Engineering College & Research Centre
Jaipur, Rajasthan
2020-21
SUBMITTED TO: PRAVIN SHARMA SUBMITTED BY: ASHISH JANGID
( IT Coordinator, ECE ) REGISTRATION NO.18EJCEC026

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ACKNOWLEDGEMENT
I am greatful to Google Digital Garage for giving me
opportunity to carry out the training cum internship program.
I would like to also thank my institute , Jaipur Engineering
College and Resarch Centre, Jaipur for giving permission and
necessary administrative support to take up the training work
at Google Digital Garage. I would also like to thank our
mentorMr. PRAVIN SHARMA for his constant guidance
,monitoring and constant encouragement .
ASHISH JANGID
18EJCEC026

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CERTIFICATE

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ABSTRACT
The objective of undertaking the industrial training is to provide a
work experience so that students engineering knowledge is enhanced.
Industrial training also provides an opportunity to students to select
an engineering problem and possibly an industry guide. It is essential
to bridge the gap between the classroom and industrial environment.
This will enrich their practical learning and will be better equipped to
integrate the practical experiences with the classroom learning
process. With this objective this internship program of 40 hours (24
days) has been successfully completed in Google Digital Garage. Here
we are taught the basic concepts of python programming. The
concepts were first taught in classroom and then concepts were
implemented in a program.

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TABLE OF CONTENTS
 Certificate
 Acknowledgment
 Abstract
 Table of contents
 Conclusion
 Bibliography

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INDEX
CHAPTER 1. Introduction
CHAPTER 2. Digital Marketing
CHAPTER 3. Digital Marketing Channels
CHAPTER 4. Impact of Digital Marketing
CHAPTER 5. Scope

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CHAPTER 1.
INTRODUCTION
Digital Marketing:- Digital marketing can be defined as the
process of promoting of brands using digital distribution
channels comprising internet, mobile and other interactive
channels. The basic advantage in this form of advertising
lies in its low cost model.
Digital Marketing can be classified into Pull and Push
marketing. Pull Pull digital marketing technologies involve
the user having to seek out and directly
grab (or pull) the content via web searches. Web site/blogs
and streaming media (audio and video) are good examples of
this. In each of these examples, users have a specific link
(URL) to view the content. Push Push digital marketing
technologies involve both the marketer (creator of the
message) as well as the recipients (the user). Email, SMS,RSS
are examples of push digital marketing. In each
of these examples, the marketer has to send (push) the
messages to the users (subscribers) in order for the
message to be received.
1.2 Digital Marketing Trends:
Organizations are implementing a wide range of digital
channels so as to engage
customers in a more
personalized way. Digital marketing trends that organizations
are rapidly embracing
include

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1.2.1 Mobility:
Business Insider's recent report indicates that globally, one in
every five people owns
a smart phone, and one
in every 17 owns a tablet. That's an increase of nearly 1.3
billion smartphones in last
four years. Therefore an
increased user base accessing the internet via smartphones has
prompted many
companies to optimize their
online content for mobile devices.
1.2.2 Social media:
Organizations are focusing on engaging with customers
through social media to offer
real-time interactions.
Social media helps organizations reach out to a vast pool of
potential customers by
supplying them with
medical and campaign-related information.
1.2.3 Social-Local-Mobile marketing:
The growing popularity of smart mobile devices, increasing
location based social
activities like experience
6

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sharing, review reading via social media and the evolution of
Global Positioning
System (GPS) are helping
companies leverage Social-Local-Mobile marketing activities.
1.2.4 Personalized Content marketing:
Customer engagement, acquisition and retention have all
taken on a new dimension with the delivery of
unique, personalized, and relevant messages through
identified digital channels. Emailis one of the most
preferred marketing channel to broadcast targeted
organization messages and campaigns to existing and
prospective customers.

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CHAPTER 2.
DIGITAL MARKETING
Digital Marketing (also Online Marketing, Internet
Marketing or Web Marketing) is a collective name for
marketing activity carried out online, as opposed to
traditional marketing through print media, live
promotions, tv and radio advertisement.
The rapid growth of Digital Marketing Industry is a direct
consequence of the global phenomenon that is the
Internet, and effectiveness of Digital Marketing
channels in generating revenue and awareness.
Compared to traditional methods of advertising, Digital
Marketing offers rather realistic costs (particularly
important for small- and medium-size businesses and
start-ups), accurate targeting and excellent reporting.
Digital marketing targets a specific segment of the
customer base and is interactive. Digital marketing is on
the rise and includes search result ads, email ads, and
promoted tweets – anything that incorporates
marketing with customer feedback or a two-way
interaction between the company and customer.
Internet marketing differs from digital marketing.
Internet marketing is advertising that is solely on the
Internet, whereas digital marketing can take place

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through mobile devices, on a subway platform, in a
video game, or via a smartphone app.
In the parlance of digital marketing, advertisers are
commonly referred to as sources, while members of the
targeted ads are commonly called receivers. Sources
frequently target highly specific, well-defined receivers.
For example, after extending the late-night hours of
many of its locations, McDonald's needed to get the
word out. It targeted shift workers and travelers with
digital ads because the company knew that these
people made up a large segment of its late-night
business. McDonald's encouraged them to download a
new Restaurant Finder app, targeting them with ads
placed at ATMs and gas stations, as well as on websites
that it knew its customers frequented at night

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CHAPTER 3.
DIGITAL MARKETING CHANNELS
1. SEO (Search Engine Optimization):
Search engine optimization (SEO) is the process of affecting
the
visibility of a website or a web page in a
search engine's "natural" or un-paid ("organic") search results.
SEO
may target different kinds of search,
including image search, local search, video search, academic
search, news search and industry-specific
vertical search engines.
2.SEM (Search Engine Marketing):
Search engine marketing (SEM) is a form of Internet
marketing that involves the promotion of websites by
increasing their visibility in search engine results pages
(SERPs) through optimization and advertising. ] SEM
may use search engine optimization (SEO), which
adjusts or
rewrites website content to achieve a higher
ranking in search engine results pages, or use pay per
click
listings .
3.SMM (Social Media Marketing):
Social media marketing is the process of gaining website
traffic

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or attention through social media sites. Social media
marketing
programs usually center on efforts to create content that
attracts
attention and encourages readers to share it across their
social
networks. The resulting electronic word of mouth refers to
any
statement consumers share via the Internet (e.g., web sites,
social networks, instant messages,
news feeds) about an event, product, service, brand or
company.
4.ODA (Online Display Ads):
Display advertising is a type of advertising that is located
on
websites. It can be seen in a wide range of different
formats and
contains items such as texts, images, flash, video and
audio.
The main purpose is to deliver general advertisements and
brand messages to the plus 40 million people connected to
the
Internet each month.

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CHAPTER 4.
IMPACT OF DIGITAL MARKETING
Digital marketing is a new trend in marketing, unlike
traditional marketing most of companies not use their
own marketing channels for digital marketing mostly it
can be outsourced to third parties like digital marketing
agencies like odigma consultancy ltd. Companies like
odigma generating revenue using digital marketing it
has great impact on revenue model of these companies.
Spending’s of various companies on digital marketing is
a revenue for digital marketing agencies like odigma.
Diversity of capabilities from coowned media
properties. Built-in sister agency relationships and
priority referrals. In-network efficiencies.
Today, our society is driven by digital technology. The
impact is such that there are places in the world where
the residents may not have clean water, but they own
smartphones. Another incredible influence on people’s
lives, nowadays, is digital marketing. It affects people’s
interactions, work, purchases, and habits.
Digital marketing has had a profound impact on the
traditional ways of marketing.
Digital marketing companies should have a firm grasp
on the utilization of the digital universe which will
maximize a brand’s impact and it’s brand awareness.

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The digital marketing world is a gateway for potential
customers to feel like a part of the brand. It offers the
opportunity to feel connected with the business as
clients see the content from the brand regularly. This
entices potential customers to try out the products and
services that they earlier, wouldn’t have known about.
There are about 3 billion people across the globe, who
use social networking sites every day. In a study
conducted by a marketing firm, it was found that people
are more likely to follow brands than celebrities, on
social media. On the picture-sharing site, Instagram,
around 80 percent of the users follow at least one
brand.
Therefore, it’s clearly high time that digital media is
utilized to boost a brand’s image along with other
activities that are beneficial to the business.

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CHAPTER 5.
SCOPE
There is a broad scope of digital marketing as promoting and
branding business through digital media is the fastest and
reliable mode of marketing to target mass audience. Digital
marketing is the key to hold an in-demand profession.
Recognizing the importance of digital marketing, brands are
getting super active to focus on digital marketing and hence
the digital marketing skills are in a serious demand widening
its scope in the market space. Higher pay and multiple career
choices are the salient advantages of having a digital
marketing career. Apart from these, there is a broad scope of
digital marketing as promoting and branding business through
digital media is the fastest and reliable mode of marketing to
target mass audience.
• Flexibility
• Higher paid profile
• Massive job opportunity

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CONCLUSION
The successful completion of this internship
indicates that the future of marketing is in the
hands of digital. Digital marketing is not only
concerned with placing ads in portals, it consists of
integrated services and integrated channels.
Marketers want to use these components in an
effective way to reach target groups and to build a
brand. In this digital era marketer is not the
custodian for a brand, people who are connected
across the digital platforms are the custodians.
Brands want to build their presence over digital
platform, because customers have high affinity
towards digital media than other media’s. More
than that customers are highly information seekers
and digital media is the only platform for two way
communication between
brands and customers.

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BIBLIOGRAPHY
• Google DIgital Garage
• Digital Marketing-by David Cheff
• Fundamentald of Digital Marketing -by Puneet
• Google