CCW332-Digital Marketing Lab
Subscribe to a weekly/quarterly newsletter and analyze how its content and
Ex.No: 1
structure aid with the branding of the company and how it aids its potential
customer segments.
Date:
AIM:
To subscribe a newsletter and to analyse its content and structure with the branding of the
company.
PROCEDURE
SUBSCRIPTION OF THE NEWSLETTERS FROM A PARTICULAR CONCERN
This will be used to retrieve the newsletters from the particular concern in a periodic
intervals.
SPECIFICATIONS OF NEWSLETTER :
1. Content Alignment with Brand Values:
Newsletter of first quarterly report of the year 2022.
Here we may identify the content alignment will be similar like the safe harbour and
corporate development. Thus this concern is following the same alignment for their
promotion. It might help in the consistent promotion of their particular domain.
2. Consistent Branding Elements:
Newsletter of second quarterly report of the year 2022
Newsletter of first quarterly report of the year 2023
Based on this comparision we may able to identify the development achieved by the
particular concer4n in the particular department while comparing to the previous quarter a
year report .
3. ENGAGED STORY TELLING:
In the engaged story telling section, Newsletter plays a vital role.
A newsletter of a particular concern will certainly justify the functions which are achieved by
the concern.
As the Newsletter follows the content consistency (similar contents of different periods), the
development of the concern is visualised clearly on comparing the different newsletters of
different quarters of different years.
4. TARGETING CONSUMERS:
For example,
If we subscribe to a concern, we might receive the subscription email and might receive
newsletters spontaneously.
So, Newsletter would help to target the specified customers (who subscribed) and promote
their brandings.
RESULT :
Thus the subscription for the newsletter is achieved and analysis is implemented successfully.
Ex.No: 2
Perform keyword search for a skincare hospital website based on search volume and
Date: competition using Google keyword planner tool.
Aim:
To Perform keyword search for a skincare hospital website based on search volume and
competition using Google keyword planner tool.
Procedure:
Step1: Open a web browser and enter https://ads.google.com/.
Step2: Sign-in using your Gmail ID.
Step3: Select the option Tools
.
Step4: Select Keyword Planner option and click on Discover new Keywords.
Step5: Type skincare hospital to perform keyword search.
Search using known skincare website URL.
Example: https://www.kaya.in/
RESULT:
Thus the keyword search have been performed using search volume and analyzed successfully
Ex.No: 3
Demonstrate how to use the Google WebMasters Indexing API.
Date:
Aim:
To Demonstrate how to use the Google WebMasters Indexing API.
Procedure:
Step1 : Sign In to Google Cloud Console.
Step2 : Create a New Project.
Step3 : Create a Service Account.
Step4 : Create API keys.
RESULT:
Thus the usage of the google webmasters indexing API is demonstrated successfully.
Ex.No: 4
Discuss an interesting case study regarding how an insurance companymanages leads
Date:
Company Overview:
LeadSquared is a cloud-based marketing automation and customer relationship
management (CRM) solution for businesses of all sizes. It serves clients in industries such
as finance, e-commerce, education, health and wellness, marketing, real estate, software and
hospitality.
Case Study:
Sigmund Freud once said, “Everything that you and I do springs from a motive: The
desire to be great.” This ideology holds true for people all around the world. It’s just the
definition of greatness that varies. So when we talk about the insurance sector, greatness
would mean – generating more leads in insurance and closing more deals than the
competition – because the competition is immense.
What will set you apart are your strategies and execution. You need to channel your energy
in a proper direction when it comes to generating and managing leads in the insurance sector.
It will help you to transform your insurance sales process into a targeted and streamlined
approach.
Technology Provides an Easy Way to Manage Leads in InsuranceSector:
In the insurance sector, there are two business models. First, where you sell insurance online,
and you generate leads from your website, social media, ad-campaign, and different other
channels.
The second is through intermediaries like bancassurance, etc, where you sell insurance
products through banking institutions.
When we enabled both of these insurance sales models with technology, the results were
astonishing.
It’s LeadSquared’s Sales Execution Software for Insurance.
LeadSquared has helped many companies strategize their sales and achieve targeted growth
in the insurance sector.
How has LeadSquared Enabled Companies to Manage Leads in
Insurance?
History sparkles with amazing examples of businesses that thrive on robust customer
relations. To that effect, LeadSquared’s Customer Relationship Management software
provides an efficient way to generate, manage, and nurture insurance leads while providing
quality customer experience.
Businesses function through people, and contrary to what we are taught to believe, people are
not creatures of logic, but of impulse, of emotion. Now, while the insurance policy cannot
appeal to the emotions of your prospects, but Your sales team can!
And this is where LeadSquared comes into play. So let’s discuss how LeadSquared Insurance
CRM can help you to manage leads in the Insurance Sector.
There are several strategies used by Leadsquared, as mentioned below:
• Capture insurance leads from all channels
• Distribute Leads To Call Center and Sales Agents
• Identify the Best Opportunities
• Track All Communications At One Place
• Provides Smart Views to Better Plan Agent’s Day
• Alert Your Agents with Important task
• Empower You Field Agents with Mobile CRM
• Identify Cross-sell Opportunities
• Automate Policy Renewal Process
• Monitor all your sales channels
Capture insurance leads from all channels:
● When you are selling insurance online, you generate leads from your website, social
media, PPC campaigns, events, etc. LeadSquared automatically captures these and
notifies your sales agents to follow up with the same.
● It ensures that there is ZERO lead leakage in your business. Because every lead could
be an opportunity, and you would not want to waste it in any way.
● Not just that, you can also capture leads from traditional channels like billboards, etc.
through telephony integration.
Distribute Leads To Call Center and Sales Agents:
● Once the lead is captured, the tool automatically distributes these to call centers and
your sales agents. The distribution process occurs according to interests, location,
agent availability, and other criteria.
● For example, your prospect is interested in buying term-insurance or health insurance.
The lead will go to the agent who specializes in that domain.
● Distribution of leads ensures that only those agents handle inquiries who are experts
in that vertical. This improves customer experience and results in powerful word-of-
mouth marketing.
Identify the Best Opportunities:
● LeadSquared helps identify the best opportunities from the loads of inquiries captured
every day. The software checks the eligibility criteria, age, medical history of the
family, etc, based on the factors important to you.
● Quality score, allocated from 1 to 10 based on variables defined by you, enables your
team to reach out to prospects who have a higher probability of converting into sales.
It increases the efficiency of your sales team, and in turn, builds up their confidence
level.
Track All Communications At One Place:
● Let’s say you delivered the perfect pitch. You appealed to the right emotions of your
prospect and made them your customers. The entire sales conversation sings in your
memories for days like the music of morning stars. But, you should understand one
thing, what worked with one closure might not work with other prospects.
● You must understand that every prospect is unique. You must keep track of every
conversation, sales or otherwise, to weave your sales pitch according to the response
you get.
● The software enables you to track all conversations that have happened with the
client. It includes monitoring of phone calls (through connectors like telephony),
emails, text, or other channels of communication. Your sales agent can add personal
notes about the client’s response to these.
● The complete overview of the conversational history assists your agent to plan the
communication to engage your prospects better.
Provides Smart Views to Better Plan Agent’s Day:
● LeadSquared provides a unified 360 – degree view of all activities and sales
processes. It accumulates all data related to meeting schedules, conversational history,
daily tasks, to provide a holistic view.
● This enables your sales agents to attend meetings with a higher lead score and get
more conversions.
Alert Your Agents with Important task:
● Website tracking alerts your sales agent to reach out to the lead when they view a
specific page.
● For example, as soon as your prospect submits documents for verification, the agents
will be notified of the same. Simultaneously, the software will assign the next task to
initiate the verification process.
Empower You Field Agents with Mobile CRM:
● Here, The mobile CRM auto plans your agents’ day, schedules their meetings to
optimize their day, without any unjustified wastage of time.
● You can even make the process essentially paperless by allowing your relationships
manager to upload documents for verification, digitally.
● Once the documents are submitted, the software will automatically set up the task for
the verification team, who can follow up on the same.
Identify Cross-sell Opportunities:
● CRM keeps track of all data related to the customer. Based on the type of policy
purchased by the customer, the software identifies possible cross-sell opportunities at
the spot.
● For example, if a person has recently purchased a policy of health insurance, the
software will notify the team specializing in life insurance to approach the customer
and check whether they are interested.
Automate Policy Renewal Process:
● LeadSquared empathizes with you and provides you a way to automate emails and
texts to policyholders as their renewal date draws closer. Simultaneously, the software
notifies agents and sets tasks for them to make follow-ups if the customers don’t
renew on their own.
Monitor all Your Sales Channels:
● When you have offices across cities, it sometimes gets challenging to keep track of all
activities. It includes monitoring the performance of your sales team, number of
policies sold, and the total revenue generated.
● These attributes collectively help in modifying your sales approach and plan strategy.
LeadSquared offers a way to monitor and analyze all your sales activities in different regions
and collect all of them in one place.
CONCLUSION:
Thus the case study of how a insurance company managing leads is made successfully
Ex.No: 5
Discuss Negative and positive impacts and ethical implications of using social media for
political advertising
Date:
Social media marketing for politicians is mainly about understanding and utilizing the different platforms
to reach potential voters. It can also communicate with followers. Supporters and the general public. It is
essential to create a strategy that aligns with the overall goals and objectives of the campaign to be
successful.
As the use of social media continues to grow, so does it take potential as a tool for political
marketing. Politicians use social media for potential voters to engage with them directly and personally.
Social media marketing for politicians can take many different forms for instance, some politicians
use social media to share their thoughts and views on current issues. Others use social media to connect
with voters, sharing photos and stories from their everyday lives. Still, others use social media to run
campaigns and interact with supporters.
No matter how it is used, social media marketing is essential to any politician’s toolkit.
Politicians must tread a fine line when it comes to social media marketing. If they’re too careful,
they come across as inauthentic.
POSITIVE IMPACTS OF SOCIAL MEDIA FOR POLITICS:
The benefits of social media marketing for politicians are vast and varied. Politicians can connect with
constituents more personally and effectively by engaging with members online. Social media also provides an
efficient means of spreading a politician's message to a broad audience.
Social media marketing stands as an essential tool for politicians when used correctly. Those who
engage with constituents online can correct with them more personally and ensure their message reaches as
many people as possible. Social media marketing in today’s digital age should be vital to any politician’s
strategy.
In the progressive digital world, social media marketing is essential for politicians to reach out to
constituents. Politicians can raise their profile and build name recognition by engaging with voters on
platforms like Facebook and Twitter.
Additionally, social media provides an opportunity to connect with voters more personally,
humanizing politicians and making them seem more relatable.
Social media provides a direct connection between the politician and the voter.
It also allows for quick and easy dissemination of information about campaign events and
platforms. Social media marketing can help to build name recognition and create a personal brand for
politicians.
One key benefit is that it helps level the playing field. Traditional advertising, such as ad buys on
Tv, Newspaper or Billboards can be incredibly costly. But with social media, everyone has access to the
same platforms. So, no one has an inherent advantage.
MAJOR ADVANTAGES:
• Increase the visibility of your campaign.
• Connect with potential users.
• Reach a larger audience.
• Engage with constitutions.
• Share your platform and policies.
• Monitor public opinion.
• Respond to criticism.
• Increased brand awareness.
• More engaged and active supporters.
• Improved communication with constituents.
• Greater reach to potential voters.
• More effective campaigning.
• Build relationships with key individuals and groups.
• Collect feedback from voters and constituents.
• Reach a wider audience.
• Get feedback from the public.
• Connect with other politicians and organizations.
NEGATIVE IMPACTS OF THE SOCIAL MEDIA ON POLITICS:
There is a lot of misinformation and propaganda spread on social media, making it difficult for users to
know what information they should trust. Social Media also makes political discussion accessible to
everyone regardless of their age or previous knowledge about politics. This could potentially lower the
level of discourse among voters as they might not know what they are talking about. Social media is also
one source of fake news that can negatively impact a candidate ‘reputation or even their whole campaign.
In fact, many people are now choosing not to use social media at all when it comes to politics because
they don’t want their opinions to be swayed by what they see on social media.
Social media has both its pros and cons to influencing the political sector. On one hand, social
media is an effective tool for getting information out into the public sphere in a timely fashion that can be
used by citizens or politicians alike. It also allows people who are not otherwise heard in politics (those
without substantial financial resources) to make their voices heard. However, there are many disadvantages
of using social media; Facebook’s fake news problem means that false stories with misleading headlines
could sway voters if they’re shared enough times before being debunked.
CONCLUSION:
Thus the Negative and positive impacts and ethical implications of using social media for political
advertising is discussed.
Ex.No: 6
Discuss how Predictive analytics is impacting marketing automation.
Date:
1. Introduction to Predictive Analytics
Definition and Concept
Predictive analytics is a data-driven approach that utilizes statistical algorithms
and machine learning techniques to forecast future outcomes or trends based on
historical data. It involves the analysis of large datasets to identify patterns, make
predictions, and inform decision-making.
Historically, businesses relied on intuition and past experience to make
marketing decisions. However, with the proliferation of data and advancements in
technology, predictive analytics has emerged as a game-changer in marketing
automation.
Historical Context
The roots of predictive analytics can be traced back to fields like statistics and operations
research, where early models were used to solve complex problems. Over time, with the advent
of computers and access to vast amounts of data, predictive analytics has become more
sophisticated and accessible to a wide range of industries.
In recent years, the convergence of big data, cloud computing, and machine learning has
accelerated the adoption of predictive analytics in marketing automation, enabling businesses to
gain valuable insights and drive marketing strategies with unprecedented precision.
2. Marketing Automation Overview
Marketing automation refers to the use of software and technology platforms to automate
marketing tasks and processes. It encompasses a wide range of activities, including email marketing,
lead generation, customer segmentation, campaign management, and customer relationship
management (CRM).
Marketing automation is designed to streamline marketing efforts, increase efficiency, and
deliver personalized experiences to customers. It empowers businesses to target their audience with the
right message at the right time, ultimately driving revenue growth and customer loyalty.
Evolution of Marketing Automation
Marketing automation has evolved significantly over the years. Initially, it was
primarily used for email marketing automation, allowing businesses to send personalized
emails to their subscribers. However, modern marketing automation platforms have expanded
to incorporate various channels and touchpoints, including social media, web personalization,
and mobile marketing.
The integration of predictive analytics has played a crucial role in this
evolution, enabling marketers to move beyond simple automation to predictive
marketing, where decisions are driven by data-driven insights and predictive
modeling.
3. The Role of Data in Marketing Automation
Data Sources
Effective marketing automation relies on high-quality, relevant data. Data can be
collected from various sources, including:
Customer Interactions: Data from website visits, social media engagement, email
interactions, and customer feedback.
CRM Systems: Information on leads, prospects, and existing customers.
External Data: Market trends, competitor analysis, and industry benchmarks.
IoT Devices: Data from connected devices and sensors, providing insights into
customer behavior.
Data Collection and Management
To leverage predictive analytics in marketing automation, organizations must
invest in robust data collection and management strategies. This involves:
Data Integration: Combining data from disparate sources to create a unified view
of customers.
Data Cleaning: Removing duplicate, outdated, or irrelevant data to ensure
accuracy.
Data Storage: Utilizing data warehouses or cloud-based solutions to store and
access data.
Data Privacy: Ensuring compliance with data protection regulations and
safeguarding customer information.
The quality and availability of data play a critical role in the success of predictive
analytics models in marketing automation.
4. Predictive Analytics in Marketing Automation
Understanding Predictive Analytics
Predictive analytics involves the use of statistical models and machine learning
algorithms to make predictions based on historical and current data. In the context of
marketing automation, predictive analytics is applied to customer data to anticipate future
behavior, preferences, and outcomes.
These predictions enable marketers to tailor their campaigns, messages, and offers to
individual customers, resulting in more effective marketing strategies and higher conversion
rates. Predictive analytics is a method of processing large sets of statistical data with the help of
modeling techniques to make predictions.
Artificial Intelligence technologies allow professionals to predict customer behavior
and optimize marketing strategies, boosting their effectiveness. It makes the role of
predictive analytics in marketing even more important.
Using predictive analytics tools powered by AI, ML, data mining, and data modeling
technologies, companies increase their profits by minimizing their expenses. With the help
of advanced algorithms and information from multiple data sources, digital marketing
professionals can identify historical patterns. It allows them to provide recommendations
that help companies to keep up with recent trends.
Role of Predictive Analytics in Digital Marketing
The role of predictive analytics in marketing strategy becomes increasingly important. It
transforms the way marketing professionals organize their campaigns and use customer
behavior data.
AI-driven tools allow marketers to predict future trends and understand which products
are in high demand. Predictive analytics enables professionals to change their marketing
campaigns depending on the customer's reaction to ads.
Below, we have listed the use cases of predictive analytics in digital marketing.
Customer Behavior Analysis
By analyzing how clients interact with products and services, digital marketers can
segment a target audience, anticipate the behavior of various segments, and make their marketing
efforts more effective. It allows companies to improve the client experience and establish long-
term relationships with customers.
Resource Optimization
Predictive analytics enables companies to select the most suitable time for their
marketing campaigns and avoid wasting resources when the demand for the products is low.
Besides, this type of analytics enables businesses to choose the most appropriate advertising
channels.
High-Quality Leads
After analyzing a set of data about customer behavior, a company can select the segments
of the target audience that have the highest conversion rate. Predictive analytics enables
businesses to see how likely their potential clients are to make a purchase. By focusing on high-
conversion leads, companies can reduce their expenses on marketing campaigns.
Customer Retention
By sending a generic message, a company may waste money on inefficient advertising
campaigns. Predictive analytics allows marketers to study the purchase history of a consumer
and launch targeted marketing campaigns based on customers’ preferences. It allows
businesses to establish long-term relationships with their clients.
Benefits of Predictive Analytics in Digital Marketing
The most successful marketing campaigns are based on customer behavior data and thorough
market research. Predictive analytics provides businesses with a cutting edge over their competitors
and enables them to improve all the steps of a customer journey.
Below, we listed the main benefits of predictive analytics in digital marketing and demonstrated
how it could be used for making advertising.
Improved Content Distribution
After analyzing the ways a target audience interacts with content, marketers can provide
companies with tailored recommendations for each segment. Predictive analytics makes it easier to
select a target audience, choose the best time for a marketing campaign, and decide on a promotion
channel.
It provides invaluable insights into what types of content drive target customers to purchase a
product. Using the key technologies of marketing data science, companies can provide content
recommendations based on demography, location, and behavior patterns.
Upselling Based on Behavior Patterns
The role of predictive analytics in digital marketing is expected to increase as it enables
companies to nurture leads and convert them into sales. Marketers analyze all the steps of a customer
journey to find the touchpoints that require improvement. They use predictive analytics tools to
categorize leads and target only the high-quality ones using the most suitable channels.
By making their efforts more targeted and analyzing the history of previous purchases,
companies can improve their upselling and cross-selling rate.
Marketing Campaign Improvement
Using predictive analytics tools, companies can save money on advertising campaigns by
making their efforts more targeted. The most successful campaigns rely on historical data and
customer behavior stats.
Development of Efficient Advertising Strategies
By analyzing the way people interact with a site and what content they find interesting, companies
can prioritize pages with the highest conversion rate. Customer behavior data helps businesses
maximize their ROI.
Steps to Build Custom Marketing Analytics Dashboard
In the future, predictive analytics and digital marketing are expected to be closely intertwined. To add
value to their businesses, professionals use custom marketing analytics dashboards. It allows them to
keep all the insights in one place.
Using a marketing analytics dashboard, companies can see which campaigns deliver better
results. It enables them to get data on the devices that customers use to access a website and features
that have the highest engagement rate.
The most important trend in predictive analytics involves using a marketing dashboard for
analyzing KPIs, organizing data from various sources, and evaluating ROI. Thanks to it, companies can
make better decisions and promote their products more effectively.
Follow the steps described below to build an efficient custom marketing analytics dashboard.
Find Out Who Are Your Target Customers
Predictive analytics dashboards and AI-based data visualization tools allow you to learn more
about a specific group of clients and use this information to improve the KPIs of your campaigns.
Companies should use different dashboards for different target audiences.For B2B marketing, such
dashboards are crucial as well since they allow businesses to get access to all performance metrics.
Digital marketing specialists who specialize in social media marketing can use analytics dashboards to
see relevant metrics for different channels.
Set Objectives for Each Dashboard
Companies should set clear short-term and long-term goals. Top-level managers might need to use
a dashboard that summarizes information about a budget and ROI. Marketing professionals will benefit
from using a dashboard with insights that can help them improve their campaigns.The data available in a
dashboard should make it clear what actions should be taken immediately. It should also demonstrate
which areas require improvement and how to make planning more efficient.
Determine the KPIs of Your Strategy
When developing a marketing strategy, it’s crucial to select the most relevant metrics, such as
likes, clicks, traffic, conversions, etc. Additionally, companies can analyze the date when the
information was received and the sources of data. By using different performance indicators, companies
can make each marketing campaign more successful.
Use Information About Data Sources
To improve their campaigns, companies use multiple data sources, including calls, emails, or
website data. Each of them has specific metrics that marketing professionals should analyze.
Perform Data Visualization
Don’t underestimate the power of proper visualization tools: graphs, charts, and maps. They
provide an accessible way to discover trends, patterns, and outliers. By visualizing data, marketers can
get more insights for improving their campaigns.
Consolidate Data
As marketers have to deal with large sets of data, it is important to find a way to consolidate it
and combine information from different sources. It will allow you to predict the results of your
campaigns and ROI.
RESULT:
Thus the discussion is about how Predictive analytics is impacting marketing automation is
made successfully.
