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Internship - Digital Marketing


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An experience of working with eCommerce companies and hands-on experience of digital marketing.

Published in: Marketing
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Internship - Digital Marketing

  1. 1. Indian Institute of Management Raipur 1
  2. 2. Launch a Digital Marketing focused brand and develop its business growth strategy Connecting Dots Technology Systems Pvt. Ltd. Mr. Saurabh Bhardwaj CEO and Co-founder Connecting Dots Technology Systems Pvt. Ltd. Dr. P V Venkat Vijay Assistant Professor (Finance) IIM Raipur Under the guidance of : By Geeta Hansdah DOJ: 7th April 2014 Indian Institute of Management Raipur 2
  3. 3. Flow of presentation: • Introduction • Project Objectives and Scope of the Project • Significance of the Project • Tasks assigned • Observations, Results and Conclusions/Recommendations • Managerial Implications and Learning • Value contribution from summer intern to the organization Indian Institute of Management Raipur 3
  4. 4. Project Objectives: • To facilitate the launch of a new brand focussed on digital marketing under Connecting Dots. • To understand the basics of Search Engine Optimization, Search Engine Marketing, Social Media Optimisation, Social Media Marketing and implement it to increase the target traffic and enhance its value to its visitors. • Conceptualization of Digital Marketing Strategy and Business Growth Strategy for the business. • Formation of pipeline of clientele.
  5. 5. Scope of project Indian Institute of Management Raipur 5 The study covers all the Indian E-Commerce websites that are implementing digital marketing techniques and that are not implementing it. It also includes the E-Commerce websites implementing digital marketing techniques of the companies which are based in UK and US.
  6. 6. Significance For the company • The company wants to launch a new digital marketing website to provide its customers with digital marketing packages viz. SEO, SEM, SMO, SMM, Web Analytics, Link Building, Online Reputation Management, Internet Marketing and Advertising solutions. • The digital marketing website as a new brand will be pitched for services dedicated to digital marketing and segregate itself from the E-Commerce services which the company provides, enabling the clients to directly choose the package according to their requirements and pay the required amount online. For the intern • This project gives an immense opportunity to learn about SEO, SEM, SMO, SMM and other digital marketing tools and parameters and to implement them along with working at the back end of e- Commerce websites. • To develop and generate content for the digital marketing website. • To be a part of the business decision making of the company. Indian Institute of Management Raipur 6
  7. 7. Content of the website • Keyword Search • Logo creation • Content curation • Packages • Theme selection of the website • Sitemap • Creation of accounts on various social media platforms • Creation of database of E- Commerce startups Indian Institute of Management Raipur 7
  8. 8. Competitors of The Growth Story: • Quasar Media: Specialized in online reputation monitoring, social media outreach, digital media strategy etc. • Phonethics: Specialized in Viral videos, corporate blogging etc. • Media2Win: Specialized in SEM, SEO, Website, Interactive Marketing Strategy, Mobile Marketing and Viral Marketing. • Resultrix: Specialized in Search Marketing, Design, Analytics, Social Media Marketing. Indian Institute of Management Raipur 8
  9. 9. Comparisons with the competitors Indian Institute of Management Raipur 9 Parameters Connecting Dots Quasar Media Phonethics Media2Win Resultrix Page Authority: 35 47 50 36 43 Page MozRank: 5.47 5.18 5.6 4.48 5.2 Page MozTrust: 5.71 5.71 5.8 5.39 6.17 Total Internal Links: 112 0 193 66 555 Total External Links: 1,076 771 2,944 54 289 Total Links: 1,188 771 3,137 120 844 Domain Authority 28 37 40 28 32 Domain MozRank 3.59 4.98 4.62 4.28 4.67 Domain MozTrust 3.56 5.39 4.71 4.35 4.72
  10. 10. Health Analysis of E– Commerce Websites Indian Institute of Management Raipur
  11. 11. Indian Institute of Management Raipur 11
  12. 12. Indian Institute of Management Raipur 12
  13. 13. WhatdoesTheGrowthStory provide? Indian Institute of Management Raipur 13
  14. 14. Indian Institute of Management Raipur 15 SWOT Analysis Strength Weakness ThreatsOpportunities Easy to set up No boundaries Sense of community Knowledge Management Ease of use Integration Low cost Human factor: Your “brand” becomes more HUMAN Integration Promotions, news, events that can be offered through social media platforms Recruitment of interested new members, students, public support Enhanced branding opportunities and marketing opportunities Consistency Effort vs results Blocked at many work sites Lack of tools or resources to track Disorderly Privacy Issues Competing platforms Risk of losing image Competitor is going after the same space or same audience with similar campaign Mergers & Acquisitions Abuse and Exploitation
  15. 15. Indian Institute of Management Raipur 16
  16. 16. The Bierre club • Problems associated • Solution • Pitch for marketing ideas Indian Institute of Management Raipur 17
  17. 17. Porter’s 5 Force Model 5 1 2 3 4 Indian Institute of Management Raipur 18 1.New Entrants 2.Buyers 3.Substitutes 4.Suppliers 5.Industry Competitors
  18. 18. New Entrants • For new entrants, social media has feasibly low barriers to entry - there's usually low buyer loyalty. • Agencies are financially at lower risk to set up. • Social media has almost negligible entry barriers which come with economies of scale which provides new entrants an opportunity to analyze the market properly. • Lack of knowledge or talent or experience can prove to be set back though which can directly affect the reputation in the industry. Indian Institute of Management Raipur 19
  19. 19. Buyers • The buyers (clients) are becoming better educated and more experienced with social media. • Buyers also have a significant amount of control as the industry is currently pretty bloated and most agencies would rather compete on price than on performance allowing buyers to barter • The opportunity for the industry will come when it matures and agencies spread across the three price/performance brackets Indian Institute of Management Raipur 20
  20. 20. Substitutes • Industry is still doing trade offs between price and performance. • Substitute businesses are a bigger threat because they promise a significant improvement in performance or price. Indian Institute of Management Raipur 21
  21. 21. Suppliers • Supply is an issue and it faces the same bottleneck that agencies face - those that are experienced provide clients with confidence, so are given work, those without experience present a greater risk. • So experience becomes exponential, while inexperience struggles. Indian Institute of Management Raipur 22
  22. 22. Industry Competitors • There's a large pool of agencies in the social media industry. • Severe price undercutting is endemic - but this seems to be characteristic of an industry still maturing. • A rise in market value as agencies begin to compete on performance as well as price. Indian Institute of Management Raipur 23
  23. 23. Business Growth Strategy • Market Development: We are currently primarily focussing on the E-commerce sector of India and some parts of US. Digital marketing of leading brands of other parts of US and UK can also be approached for outsourcing of digital marketing through India. • Alternative Channels: At present all the digital marketing is focused on the website and social media presence of the clients. We could also extend to M- Commerce i.e. mobile marketing and SMS marketing. • Product Development: We could develop a new section of the digital marketing website to inform its viewers and clients about the new trends in digital marketing and how they can leverage it to increase their sales. Indian Institute of Management Raipur 24
  24. 24. Results • The content side for pre launch and post launch is created. • Accounts in various social media platforms are created. • Infographics and other content is generated for more visibility and website’s authenticity. • The clientele list is generated. • Successful deal with The Bierre Club. Indian Institute of Management Raipur 25
  25. 25. Learnings • Digital Marketing is more than Facebook and Twitter. • Opportunity to create infographics. • Both on-site and off-site SEO are important in order to improve the rank of the website. More than on-site SEO, off-site SEO should be given more emphasis as on-site SEO is very flexible and may change at any time. • To increase the authority, Rank and Trust, more blogging and more content needs to published. Indian Institute of Management Raipur 26
  26. 26. Managerial implications • First hand experience on E - commerce websites. • Decision making for content generation and packages. • Direct conversation with the client. Indian Institute of Management Raipur 27
  27. 27. Thank you.