First page
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DECLARATION
I, the undersigned, hereby declared that the Summer Internship
project report titled “Digital Marketing for National Industries” is
written and submitted by me to the Amity University, in partial
fulfillment of the requirement for the award of degree of Bachelor of
Business Administration under the guidance of Dr. Amit Kumar
Sinha sir. This is my original work and conclusion drawn there in is
based on the material collected by me.
WAQAR RAHMAN
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TABLE OF CONTENT
Front page ……………..…………………………………………………………………………….1
DECLARATION……………………………………………………………………………………....2
TABLE OF CONTENT……………………………………………………………………………….3
ABOUT THE COMPANY……………………………………………………………………………4
EXECUTIVE SUMMARY……………………………………………………………………………5
ABOUT THE INTERNSHIP…………………………………………………………………………6
BRANDING AND PROMOTION……………………………………………………………………7
INTERNSHIP ACTIVITIES…………………………………………………………………………9
SEO & TOOLS………………………………………………………………………………………14
MARKET RESEARCH……………………………………………………………………………..15
EMAIL MARKETING……………………………………………………………………………….15
RECOMMENDATION………………………………………………………………………………16
FINDING……………………………………………………………………………………………..17
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ABOUT THE COMPANY
NATIONAL INDUSTRIES
National Group of Industries is the leading
manufacturer of all kinds of Hospital furniture,
Office furniture, Garden furniture, School furniture,
Wooden furniture, Tent house furniture, Home
furniture in Azamgarh (U.P) since Last 40 Years.
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● Latest Advance technology along with Excellence
design and Best raw materials are the hallmark of
our exclusive products.
● The unmatched quality of our product has earned
goodwill, fame and reputation in the Furnitures
Industries in Azamgarh.
● Company has Regularly and satisfactorily fulfilled all
the bulk requirements of big Schools, Industries,
Office & other Corporate House.
● The Company creates efforts to ensure better
services every time with regular innovation and
management .
● Focus of the Company has been always on use of
latest technology for up gradation and improve
quality.
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ABOUT THE INTERNSHIP
This is a review of the implementation of the Job Training activities carried out
by the intern. Activities are undertaken for 45 days at the National Industries
as Digital Marketing Intern with all responsibilities and outputs.
The primary objective of this corporate engagement was to understand how digital
marketing taking over conventional marketing, from a customer’s point of view and
how business houses react on the same.
Internship Responsibility
1. Market research and content research
The importance of doing market research in Digital marketing to find and
gather the right clients for the company. In addition, content research is
conducted to find and analyze the right content for social media in order to
develop unique strategies for social media clients to increase traffic through
search engines.Interns in carrying out market research assignments are
assigned to collect data about influencers and companies that have social
media by using search techniques using hashtags plus keywords on social
media. As for the keyword itself, interns are given a specific topic by
supervisor related to influencers and companies in India. Before being
assigned an assignment. In the training, how to effectively use hashtags on
social media using a special website in order to carry out effective market
research.Market research was conducted and given daily targets from
supervisors to be able to find target markets. The results of the market
research are in the form of targeted social media insights as well as client
contacts that the company will contact for further cooperation offers. The
intern provided the market research report through a special template
provided by the company through Google Sheets so that supervisors can
develop the interns daily in doing their job.
Intern also conducts content research assigned to analyze topics provided by
supervisors regarding content research to write blogs on company websites
with the theme of influencer marketing.
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Branding and Promotion
Branding and promotion activities are the next tasks carried out by the digital
marketing department. Where this activity is carried out by creating a content
timeline for company on social media and websites in the form of blog writing using
Search Engine Optimization (SEO).In this activity, the intern is assigned to write blog
posts for the company website as well as blog writing for clients. Before starting their
assignments, interns are given training through Google Meets on content writing by a
digital marketing specialist from India, namely Ms. Palak Surana on January 2, 2021.
During the training,supervision explains how to write a blog to attract audience
interest and the stages in creating blog content.
Description of Internship Position
1. Market Research and Content Research
Collect the data which are relevant to influencers, competitors, target audiences, and
brands in India to collect as well as identify influencers to collaborate.
2. Branding and Promotion Contribute to the creation and primary criterion of
marketing strategies towards target market on social media platforms like Facebook,
Instagram, Twitter, website, etc.
3. As an intern we have to do mainly minor work under the supervision of senior
generally survillancing the social media and trends going on and focusing on
collecting valuable insight.
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Internship Relation to Your Major
The domain of digital marketing is part of the program of Bba.Digital Marketing
is businesses’ advertising mechanism and media policy to communicate with the
market, starting with branding, direct marketing, sales presentations, publicity, and
other practices done online or internet.
Marketing Communication enables corporations to associate their brand to
customers, venues, events, products, experiences, feelings and more. These
benefits to company’s brand value by incorporating the brand into memory and
developing a brand image for the target market.
Digital marketing, where approaches and techniques are promoted by digital
platforms, commonly blogs, social media, email and smartphone apps, is one of the
latest ways of marketing communication in the industry 4.0 eras. These digital
marketing activities, processes, and institutions focus on creating,communicating,
and delivering values for customers and other stake-holders. Digital Marketing is
primarily responsible for online branding through the use of Search Engine
Marketing, Content Marketing, Social Media and Search Engines Optimization. In
accordance to theories, digital marketing techniques are important to accomplish the
objective and aims of digital marketing, knowledge, innovation, andd other expertise.
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Expected Output of Internship
Blog Written Content for Website One of the outputs of this internship is to write an
article in the form of an article for company social media profile and company
websites. Students are responsible for research and producing written
content to be published on the company website.
The form of writing produced is in the form of influencer marketing topics and for
social media sites, written articles are produced on related client topics such as
articles on the music section.
• Managing content
The resulting output is a timeline content for the company's social media.The Intern
are responsible for analyzing social media insights and making a research report
from these results.This timeline is used as a guide for creating content on the
company's social media.
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Internship Activities
On the first I visited the company and its was a sound orientation for me Interacting
with company owners and partner having brief conversation with department
employees meeting with Supervisior knowing eachother knowing company profile,
work, business model and day to day operation.
Taking notes from supervisior, interacting and contacting them with each step of
Internship taking guidance and help.
Organising the given data of company marketing outcomes in excel sheets, taking
help with other staff members and knowing all the tools of digital marketing.
Virtual visit of company marketing channels, understanding, learning and improving
the activities according to the assigned work.
Visiting companies retailers and distributors and understanding the consumer
behaviour apart from the product specification and demand and supply in local
market & online market.
Understanding the recent trends going on digital media. Making plans for products
promotion as a demo work assigned by supervisior.
The second learning objectives are about gaining knowledge and skills in marketing
communication. During the internship, the intern learns and trains skills, especially in
SEO technique in blog writing and using email marketing techniques for contacting
and informing the consumer. The intern learns about SEO techniques with
application in creating blog posts where this technique is applied by applying
keywords related to the topic in question. Search Engine Optimization (SEO) is an
effort to optimize a website to get top rankings in search results.
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Planning the new work of marketing learning some serious tricks and tactics and
communication skills in th company, attending marketing meeting for the company
and company’s product through social media i.e: Facebook and Instagram(product
promotion)
linkedin(company profile -promotion of services).
Plans for the good marketing to maximise sales and main motive to achieve the
desired profit numbers at first.
Collecting the first week work Insight and organising them according to the direction
and command of supervisior, taking hands on hand on the creative writing of ads,
giving quotation and personally contacting the buyers through whatsapp and
knowing their preference after buying product as a work of feedback.
Doing product forecasting, looking for product enhancement by modifying and
making important changes and presentation. Making new product catalog and
improving the existing product catalog.
Doing future planning with the Marketing team, exchange of ideas and taking notes
and suggestion for better work and minimising the mistakes.
Finding and finalising the next work (working with ads, and future interaction with
affiliate marketers and media channels.
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New day, new work, new learing and new challenges.
Influencers are key to get consumer influenced easily. The growing popularity of
influencer marketing arises from past 10years people like luxury of thier popular or
liked stars and want thier lifestye in their lifestyle too.
At first in this week we get the interaction of ads, learing how ads wok and how to
create one from different ads sources like: Google ads, adsense, Facebook ads,
linkedin and various different types.Managing and running ads as per erp planning
resources.
Controlling and managing the budgets and choosing the best alternatives fit for our
plan and company requirement.
Google ads are very complex but if you understand the concept and tactics or the
information or tools you need and knowing your targeted audience it will be uch
easier for you to comprehend and run your ads.
Facebook ads are cheapest but work only when you engage with your audience
properly
We created a sample of social media ad post to promote on facebook and instagram
and created a banner to show on website with the help of google adsense.
The next work plan is to get comfortable with social media sites and managing the
company social media account.
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Well we are all aware of the social media, everyone of their day of 24 hrs spend an
average of 18 hrs on social media channels.
Social media bring revolution and created the terms Digital era of Marketing without
social media i think Digital Marketing won’t exsist anymore in future.
The 4th week of work we are advisedt to do some social media experiment like
creating and designing post on your own and then posting it to the facebook,
Instagram, Linkedin and writing blog/small testimonial for company website after that
we have to track insight of the post we have posted organically and tracking the
growth, audience location, like city they are living their country their activity of
number of time spend on our social media profile, likes, shares, comments and
saves of post. Engaging with them by replying to their comments, solving their
question/queries asked on messages and comments, redirecting them to our
website. Taking suggestion, feedback on our services and asking them to share your
experience to other or with our blog .
Doing data analysis of all the previous record by maintaining an excel sheet.
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INSIGHT
Digital marketing is assisting both businesses and customers. Digital
marketing helps to feed the consumer’s hunger for information and to satisfy
this hunger many of the business firms are transforming their marketing
department into the marketing and communication department. Based on the
analysis done a few of the key findings are mentioned below;
1.The social media user base has increased in India. The reason behind this
can be cheap mobile phones and easy availability of data packs at reasonable
prices. In addition to this student or young population accounts for the largest
share in such a user base.
2.Brand awareness has got the utmost importance for business houses as the
customer tends to research the product before purchasing it.
3.Business house prefers low-cost marketing activities as they are working on
small-scale and don’t have enough budgets to dedicate.
4.Digital marketing has grown manifold over the past 5 years and disrupted
other channels of marketing like personal selling.
5.Even a small scale business house prefers to have its presence on social
media to create a virtual identity.
6.Facebook still dominates the market in terms of content generation as
around 69% of the respondents use this platform regularly.
7. Content generated by the business house must focus on emotional appeal.
8. Consumer privacy in this digital era is of utmost importance.
9.Digital marketing through mediums like SEO or social media is not
expensive but content for promoting through these mediums is expensive.
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To do progress or to get forward in life every one have to analyze their past result
and actions outcomes and not to do the same mistakes in future. The past data
always helps to do future planning and give you an idea for your works to do.
This apply to Digital Marketing also we must analyze the past data.
Forecasting the data outcome making the plan according to the result, future trends
become more complex when we nevermind the past outcomes.
Digital Marketing complies the analytical tools i.e:
Google Analytics (for websites and web pages analysis)
Tableau & Excel (for Data Interpretation and making visulas graphs & doin
calculation).
Creator studio (to create and manage the content of Instagram and Facebook).
There are many paid software available but above mentioned are free of cost is
worth for the business and to start with basics.
SEO - Search Engine Optimization is latest trending tool to rank your content on
search engine high.
Running campaign with the ads promoting our product on Instagram account,
Meme Marketing is best to attract everyone attention quickly but if audience doesn’t
find it relatable it come out to be a disaster for business.
For future plan we are advised to do some research on email marketing and create
some sample mail for email-marketing.
In learning objectives in this point, the intern gaining knowledge and skills, especially
in social media analyzing research by analyzing the content of the client,
competitors, and topics given by the supervisor. The intern learns that in analyzing
social media it is necessary to see the audience interacting in such content,
especially in insight which includes the number of comments, the number
of likes, followers of a social media account, analyzing various audiences who see
content in a social media account, whether the content is interactive and provides
information for the audience.
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Market Research and Content Research
Market research and content research analysis are among the responsibilities of
digital marketing. The task of market research in digital marketing helps to find the
right client and become a digital marketing tool that provides consumer data.
Email Marketing
Email allow an active and personalised communication fullfill the reference of
empowered consumer.
It will get to a consumer to consumer and customisable according ton
consumer preference.
In this we work on the basic of email writing because it is popular in small
business, Writing email with context like Advertisment Pamphlet, Updating
new service to the consumer. Getting engage with consumer perfectly.
After this working with designing team on how to edit , designing the post,
creative writing, making good visuals and arts, and learning automation tools
like auto forwarding, auto comments, sending messages to consumer.
Communicating with consumer after they buy our product through online,
giving all the beneficial information about product handling and solving query
by calling or messaging. Taking complaint on email and giving the quick
response and forwarding their complaint to complaint department.
Then doing the data analysis of data collected during the work period and
finally going with the trend and trying to create new trends.
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RECOMMENDATION
The internship opportunity provided by National Industries for the intern is one
of learning.The intern can understand the duties of digital marketing in a
company which is a crucial part. From this experience, the intern provides
several suggestions during the internship:
1. In this apprenticeship activity, the intern suggests making an apprenticeship
timeline that is well structured. Sometimes, there are days when no
information or assignments are given so that the interns do the same work as
the previous day.
2. Meetings are needed so that interns can better understand the job desk in
digital marketing. During the internship, training meetings are conducted
around materials such as writing blog writing. Training in other fields related to
digital marketing is needed so that the online internships can be better
understood by apprentices related to the job
descriptions provided.
3. A group assignment is needed to build cooperation between individuals
who take part in the Internship. The work done by the intern is mostly done
individually.
4. It takes a person in charge of the digital marketing division because during
the internship the intern communicates directly with the owner of the
company. Because this company is a industrial company, in the future the
company may have employees who are responsible for the digital marketing
division at National Industries.
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FINDINGS
1. Determine the target : If you want to find the right influencer you want to
collaborate with, start assumptions by looking at the right consumers so that
they can be tailored to the final target you want to achieve. Also, look at the
ongoing market competition so that it has a gap to increase sales and
generate high ROI. If you are still confused about determining the target to be
achieved and what influencers are suitable, you can use analytics tools, such
as Google Trend.
2. Choose the right influencer : In using influencers, of course, you also need
research so that the targets you want to achieve can run well. You can see
these potential influencers' followers because the more influential they will be
on the audience who sees your product or service's marketing. Paying
attention to engagement is also important because influencers represent your
target market's products/services. The engagement can be seen in the form of
the number of likes and comments of the influencer. You can also see on the
influencer social media account feeds about which brands have been worked
with your potential influencer to make sure there are no competitors from the
brand.
3. Focus on content : Quality of the content is the key to what we are targeting
to succeed. If the influencer is popular, but the content produced is
monotonous or not of high quality, then, of course, the target you want to
achieve in the audience's eyes will fail. You can ask influencers to be able to
create original content that no one else has created before. In making this
original content, influencers can be given the freedom to provide creative and
creative ideas because influencers know their followers' wants. Content can
also be created where content can be engaged to the audience, such as
entertaining, inspiring, useful, and more.
4. Determining the right social media : Determine the social media that best
fits your brand based on the research you have done in determining your
targets. Avoid media that is not related to an informative topic so that the
audience can understand and understand more clearly the purpose your
brand is conveying.
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CONCLUSION
Working with an organization like National Industries was a great experience
and I am glad that I completed my last phase of under graduation with this
organization. For young blood like me, it was a great adventure working with
such creative professionals. I believe this report reveals some surprising
insights.
As per the analysis and results, it is evident that people tend to get more
attracted to digital marketing than conventional marketing as it provides a
platform to satisfy their information hunger. Also, the easy availability of
mobile phones has played a major role in boosting digital marketing.
Facebook and Instagram are listed as the most popular social media
platforms. As conventional media channels taking back seat these platforms
are acting as a creator of content. Facebook has a huge user base and also
provides various tools for marketing and promotion of products and services at
a low cost.
SEO and email marketing are considered the most effective and popular
methods for marketing and are highly respected for the quality they deliver at
such low costs. On the other hand pay per click has lost its charm as online
advertisements are of no interest to consumers. Today’s consumers are
confident about their knowledge and prefer to select a product on their own
without getting influenced by some marketers.
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LEARNING
My Internship duration of 45 days at National Industries was one of the most
challenging and amazing experiences. National Industries provided me hands
on experience on the theoretical and textbook knowledge.Subjects like Digital
Marketing helped me a lot in carrying out my day-to-day job during my
internship. Although I faced many difficulties, but thanks to the support and
guidance provided by my mentor and my fellow colleagues that this duration
of internship passed smoothly.
Working with National Industries gave me exposure to know the details of
research methods and provided me a platform to apply my little knowledge
over the same. Working and interacting with people in this industry helped me
to learn about digital marketing communications, shift in communication trends
and factors affecting such communications.
I learnt a great deal about measuring and tracking of progress. Once, I started
with the internship I found it a little cumbersome to send weekly interim report
to the college. However, when I spent more time on the project I realised the
importance of feedback mechanism to keep the quality of data. My mentor
kept a track of work and provided me continuous suggestions to improve my
project work.
By the end of these 45 days, I was more efficient in handling database like
google forms, google analytics and MS Excel. With each week passing by and
suggestions of mentor, my efficiency also increased. Majorly this tenure
changed my perception about digital marketing communications
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