SUMMER INTERNSHIP REPORT

ON

​DIGITAL MARKETING PRACTICES

AT

LEANPORT SOFTWARE PVT LTD

​

Submitted in partial fulfillment of the requirement for the Award of degree of

Master of Business Administration
(Major in Marketing)

SUBMITTED BY:
SADIAH
E.NO:2018-502-092
(BATCH: 2018-2020)

DEPARTMENT OF MANAGEMENT

JAMIA HAMDARD UNIVERSITY

NEW DELHI, INDIA

FACULTY SUPERVISOR GENERAL SUPERVISOR

Mr.Kapil Matta Mohammad Asif
Asst P​rof

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​DECLARATION

I , Sadiah, hereby declare that the presented report of internship titled “DIGITAL MARKETING
PRACTICES” of “LEANPORT SOFTWARE PRIVATE LIMITED” is uniquely prepared by me
after the completion of one and a half months’ work at LEANPORT under the guidance of
Dr.Kapil Matta (Faculty Mentor) and is free from plagiarism.

I also confirm that the report is only prepared for my academic requirement, not for any other
purpose. It might not be used with the interest of the opposite party of the corporation.

Sadiah
MBA General
Major in Marketing

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CERTIFICATE FOR INTERNSHIP

This is to certify that Miss Sadiah, Student of MBA (Major in Marketing - Summer semester) ,
Jamia Hamdard University, New Delhi, has successfully completed 45 days internship Program
(from 15th June 2019 to 5th August 2019) at Leanport Software Pvt Ltd.

During this internship she actively managed various online marketplace stores for
Temptinghome.com and promoted Limofahr.com and Temptinghome.com over different social
channels working closely with the Digital Marketing and E-commerce Team.

She demonstrated good marketing skills and strategy with self-motivated attitude to learn new
things. She was found punctual, hardworking and inquisitive.

We wish her all the best for her future endeavors!

MOHAMMAD ASIF
(General Supervisor)

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SUMMER INTERNSHIP DETAILS

STUDENT’S DETAILS

NAME: SADIAH
ENROLLMENT No: 2018-502-092
EMAIL ID: sadiah.ahmd@gmail.com
MOBILE No: 9560638628

COMPANY SUPERVISOR’S DETAILS

NAME: MOHAMMAD ASIF

COMPANY NAME: LEANPORT SOFTWARE PVT LTD.
ADDRESS: 2ND FLOOR,G-43,SECTOR-3 NOIDA-201301
EMAIL ID: sif@leanport.com
MOBILE No: 991197748

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ACKNOWLEDGEMENT

The internship opportunity I had with LEANPORT was a great chance for learning and
professional development. Therefore, I consider myself as a very lucky individual as I was
provided with an opportunity to be a part of it. I am also grateful for having a chance to meet so
many wonderful people and professionals who led me through this internship period.
I am using this opportunity to express my deepest gratitude and special thanks to the MD of
Leanport Mr. Asif who in spite of being extraordinarily busy with his duties, took time out to
hear, guide and keep me on the correct path and allowing me to carry out my project at their
esteemed organization and extending during the internship.
I express my deepest thanks to Mr.Najme, Business Development Executive for taking part in
useful decision & giving necessary advice and guidance and arranged all facilities to make life
easier. I chose this moment to acknowledge his contribution gratefully.
It is my radiant sentiment to place on record my best regards, deepest sense of gratitude to
Mr.Shams, Project Coordinator, Mr.Amit, SEO Specialist, Mr.Shravan, Web designer for their
careful and precious guidance which were extremely valuable for my study both theoretically
and practically.
I perceive as this opportunity as a big milestone in my career development. I will strive to use
gained skills and knowledge in the best possible way, and I will continue to work on their
improvement, in order to attain desired career objectives. Hope to continue cooperation with all
of you in the future,

Sincerely,
Sadiah

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EXECUTIVE SUMMARY

I remember my interview with the Founder of my company at Leanport Software Pvt Ltd. He
was looking for a person who is outgoing and has current updates about the digital world. I
realised this during the first few minutes of the interview. As I got selected I realised this was a
crucial phase of my life.

I was a part of Digital Marketing Team at Leanport.

First phase of my internship was about getting familiar with the Products & Services offered by
Leanport as well as the Environment (People & Processes) at Leanport. After a few days, I was
put into a team which was looking after the Marketing of Tempting Home which is an
e-commerce website for home decorating products. I worked on the Social Media Marketing of
Tempting Home for 3 weeks.

Phase Two ​started in Fourth week onwards I started my working with the SEO Team. It was a
very dynamic profile and various tasks were already planned for me by Mr.Amit Singh, these
included writing product pages and blogs, which gave me the opportunity to learn content
writing. Scheduling social media posts and updates, was daily activity for keeping the customers
engaged with the products. I also looked after the inventory management and product listing of
Tempting homes’s product on Amazon through Amazon Seller Central.

Phase Three started in 6th week where I started handling the social media accounts of Limofahr,
which is an online taxi booking service provider, from another client and created google ads
using adwords. The Special offers campaign and submission of coupons, attracts new customers
to buy products.
Digital Marketing is about combination of various things – value of content is most important as
the people who are searching online have to be provided with information which is relevant &
they can use. If one succeeds in doing this rest of the sales follows.

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In the last phase of internship, I was able to increase more visitors to our blogs and websites.
This was a great achievement for me because digital marketing is measured by Traffic which is
generated by the Marketers. It was a very exciting journey of seven weeks in Leanport where I
got ample opportunities to learn and apply my knowledge which I got in Jamia Hamdard. It
helped me a lot to contribute to the growth of business. Also along with core learning regarding
marketing and online B2C scenario, this internship improved my writing skills; creative abilities
and interviewing skills and result that I was able to deliver was indeed a confidence booster for
me.

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TABLE OF CONTENTS

Sr No ​Description Page No

DECLARATION 2

CERTIFICATE 3

SUMMER INTERNSHIP DETAILS 4

ACKNOWLEDGEMENT 6

EXECUTIVE SUMMARY 7-8

1. INTRODUCTION 9

1.1 COMPANY PROFILE 9-12

1.2 DEPARTMENT PROFILE 13-19

2. WORK PROFILE 20

2.1 TEMPTINGHOME 21

2.2 ROLES AND RESPONSIBILITIES IN TEMPTING HOME 21-32

2.3 LIMOFAHR 33

2.4 ROLES AND RESPONSIBILITIES IN LIMOFAHR 34-37

3. RELEVANCE OF WORK DONE TO MANAGEMENT 38-40

3.1 IMPACT OF WORK DONE ON THE ORGANIZATION 41-43

​4. KEY LEARNINGS 44

5. CHALLENGES FACED 45

6. RECOMMENDATIONS FOR THE DEPARTMENT 46

7. CONCLUSION 47

8. BIBLIOGRAPHY 48

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1.INTRODUCTION

1.1COMPANY PROFILE

LeanPort is popularly known for efficacious digital marketing services, best eCommerce design
& development services, and for ethic-led SEO services. Established in 2011, Leanport a
complete web solution provider that consult, plan and implement your entire web promotion
strategy. From developing a modern website for your business to redesigning your old website,
from Social Media Marketing to Search Engine Optimization, we are here to strengthen your
online footprint.

Being one of the best SEO companies in India, we understand the importance of your business
and help you achieve your dream ranking in least possible time.

LeanPort is one-stop-web-solution. We believe in designing and developing sites with a touch of

creativity and innovation that reflects the imagination of our clients to make their business soar.
We are known in the industry for providing complete web solutions that includes website
designing, website development, mobile application development, custom app development,
online marketing (SEO, SMO, Online Campaigns, etc.), eCommerce solutions, ERP, etc.

Leanport’s Mission:
One of the main mantras that LeanPort passionately follow is “​Design and Develop best sites with innovative
products and creative ideas to make our client’s business soar​”.

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Leanport’s Vision:

“Being Process-Driven, Growth-Oriented, and Client-Centric organization to provide innovative web

solutions and end-to-end service support to our Clients Globally”​ is the vision of LeanPort.

Product mix
We Provide a Range of Services Adapted to your Needs:
● E-commerce Designing, Development & Marketing​: From Strategy to Sale, leanport build Businesses,
not just websites. They develop astonishing eCommerce websites for your business that works, actually

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works. They are proficient in WordPress, Magento, Drupal, Joomla, OpenCart, Theme Based
development and Customized websites.

● Website Designing and Development​: Interactive & beautiful websites are one of the best ways to attract
and engage customers in today’s competitive world. We design websites that will make you stand out
from the crowd.
● Digital ​Marketing​: As a top SEO Company India, our marketing services transform ideas, values, and
vision into professional marketing solutions to communicate and reach your strategic goals. We are
proficient in Performance Based SEO, Social Media Marketing, All-in-one SEO, Location Based
Marketing, SMO, and PPC.

● Mobile Application Development​: Expand boundaries of your brand via our cost-effective mobile
application development service to get applications version of your site for various platforms. We
develop applications for iOS, Android, and Windows.

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COMPANY STRUCTURE

1.2 DEPARTMENT PROFILE

The Marketing department is led by Mr.Mahesh Kumar, Digital Marketing Consultant at
Leanport Software pvt.ltd. The department is further divided into 3 major branches under
different team leaders. SEO, SMM, and online marketplace management department is led by
Mr.Amit Singh, Mr.Najme Suhail, and Mr. Shams Faisal respectively. They look after the team
of executives of 5-6 people working under each team. These executives work on different digital
marketing channels under the guidance of their team leaders.
All marketing channels used by the company are explained in the next page.
DEPARTMENT STRUCTURE

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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.

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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 unpaid ("organic") search results. SEO may target different
kinds of search, including image search, local search, video search, academic search,[1] news
search and industry-specific vertical search engines. As an Internet marketing strategy, SEO
considers how search engines work, what people search for, the actual search terms or keywords
typed into search engines and which search engines are preferred by their targeted audience.
Optimizing a website may involve editing its content, HTML and associated coding to both
increase its relevance to specific keywords and to remove barriers to the indexing activities of
search engines. Promoting a site to increase the number of backlinks, or inbound links, social
bookmarking, directory submission is another SEO tactic. SEO OR ORGANIC.

2. ​SEM (Search EngineMarketing)

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. SEM/PAID ADS SEM/PAID ADS.

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3. SMM (Social Media Marketing)

Social media marketing is the process of gaining website traffic 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
(eWoM) 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. When the underlying message
spreads from user to user and presumably resonates because it appears to come from a trusted, third-party
source, as opposed to the brand or company itself, this form of marketing results in earned media rather
than paid media. Engagement In the context of the social web, engagement means that customers and
stakeholders are participants rather than viewers. Social media in business allows anyone and everyone to
express and share an opinion or an idea somewhere along the business’s path to market. Each
participating customer becomes part of the marketing department, as other customers read their comments
or reviews. The engagement process is then fundamental to successful social media marketing.

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Facebook Marketing: Facebook is the world's most popular social network for both businesses and
individuals. With over one billion users, your friends and fans are likely already using the platform -- and
you should be too! In fact, people are 51% more likely to make a purchase after "liking" a brand on
Facebook. Facebook marketing requires a good intellects and unique thinking to make the campaign
effective. So what we have today!!!! In facebook marketing in fact in visual /web marketing your content
speaks a loud that is why make sure your content should be relevant to your audience and business.
Thumb rules: Emphasize on visualization. Rich visuals make the best content and the best timelines.
‘Highlight’ posts to give them the full width of the Face book container. To make it more attractive ‘PIN’
posts, these posts stay at the top of the feed promoting posts. Ensure FB apps have relevant info, your
audience is looking for Analyze what works, and what doesn’t work: Facebook Insight. EdgeRank.
Social bakers

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Twitter marketing (A game of 140 characters) Twitter’s flexible, real-time platform allows you to get
creative and drive results at the same time. Whether you’re looking to drive sales, increase brand
awareness or launch a product. Twitter marketing is not much more popular than facebook but still it has
an impact on audience So what we have today!!! The very first thing on twitter marketing you need to
understand and learn the twitter terminologies well. 1.HASHTAG A hashtag is any word beginning with
the # sign. People use hashtags to organize conversations around a specific topic. Clicking on a hashtag
takes you to search results for that term. 2. MENTION Sometimes you want to bring a Tweet to
someone’s attention, but you still want all of your followers to see the message. So instead of a reply, use
a mention. Include the @username of whomever you want to mention in your Tweet, and it will appear in
the Mentions section (in the Connect tab). All @username mentions are clickable and link back to the
mentioned individual’s profile.​Posts with images have double the engagement of those without even though
users can’t see them until they click on them. It creates an interest among the audience.

Pinterest It is a visual discovery social network. It is a way of sharing images of anything,from fashion to pets
to pot plants. You can create your own online pinboards to suit any theme and share it with like minded
people. Pinterest completely revolves around the premise of being creative and visual. 70% users are female
and aged between 25 and 44. So if you are targeting women pinterest is the right platform. Pinterest is now one
of the top 10 social networking sites tracked by Hitwise.​How brands can use pinterest Pinterest does not
encourage product pushing, this means brands must look at crating boards that are culture and lifestyle
related. You can create boards on trends, behind the scenes, preliminary sketches for products etc.

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Instagram, the new revolutionary photo-sharing program, making it easier than ever to share your best
pictures with the world. The social media program allows you to upload, add digital filters, and then post
your pictures on your Instagram-feed, as well as other social networking sites. You can connect your
Instagram account with Facebook, Twitter, Tumblr, Flickr, Foursquare and your email account. This
makes it easy to share your pictures on multiple platforms all at once.

E-commerce Marketing - Amazon

Ecommerce marketing is the method of making sales by creating and increasing awareness about
an online store's product offerings and brand.​The online market is a busy place, and it is
ever-growing in popularity. Ecommerce marketing is a great way for stores and
organizations to tap into that growing power, creating advertisements that guide
consumers to an ecommerce website.
Amazon ​is an American multinational technology company based in Seattle,
Washington, that focuses on e-commerce, cloud computing, digital streaming, and
artificial intelligence. It is considered one of the Big Four technology companies along
with Google, Apple, and Facebook.​is one of the most popular online marketplaces used by
both individual as well as businesses, and the site is available in many different countries and
languages. ​The Amazon Marketplace is one of the most well-known marketing channels
for online retailers. To sell things on Amazon Marketplace, sellers are required to set up

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an account, and send ​Amazon a product feed. As seen in the example below, Marketplace
listings are the seller results that appear when a query is typed into the search box.
The Amazon Marketplace program does not link shoppers to a merchant’s site, as all transactions
are performed on Amazon.com.
Amazon offers a number of ways through which online retailers can sell inventory, but choosing
which program to use to sell on Amazon can be a challenge.
AMAZON ADS
Amazon Sponsored Products has been an Amazon ad option which boosts visibility on the
Amazon marketplace since 2012, Amazon Sponsored Products elevates Marketplace seller
products that are Buy Box eligible on search and product pages with an additional cost per click
fee.
Amazon Sponsored Products highlights product ads for Amazon Buy Box eligible products
on Amazon search

Amazon Sponsored Products ad placements on are only available for products which are winning
the Buy Box– and lead directly to the product detail page where your product is featured.
Frequently compared to Google AdWords ads for its keyword ad population, Sponsored
Products populate on search and product pages based on seller determined keywords and max
bid per click metrics.​Amazon uses keywords, bids and search relevancy to display ads.

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2.WORK PROFILE
I was working with the team of executives guided by the team leader of one branch at one time
where I had to look after marketing and promotional activities of two different clients
(Temptinghome.com and limofahr.com ) on various digital platforms working closely with the
SEO team, Social Media Marketing Team and the E-commerce team .
NOTE: I cannot disclose the name of the clients as per the company policy.
CLIENTS’ OVERVIEW
2.1 TEMPTING HOME
Tempting Home is an E-commerce website ​that offers some of the most graceful, unique and
innovative décor articles and other accessories that blend with magic to give charm and appeal to your
house by facilitating you a hassle-free and comfortable walk through to their portal to pick the item of
your choice.
Given below is a picture of how the wordpress based website ​www.temptinghome.com​ looks like.

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Tempting Home has a wide range of home decor products such as vases, table lamps, hanging lamps,
candle stands, statues and many more. They offer a superior quality products that are handcrafted
exclusively in India. The products are made up of aluminiun or sheet metal that made them quite
unbreakable and durable.

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2.2 ​Roles and Responsibilities in Tempting Home

Step Ⅰ - Identifying ways of promotion and advertising
Step Ⅱ- Displaying Ads
Step Ⅲ- Measuring Return on investment
The team is doing promotions and advertising by following methods identified :
1. Social Media Marketing
- Facebook Marketing
- Instagram Marketing
- Twitter Marketing
- Pinterest Marketing
- Whatsapp Marketing
​2. Search Engine Optimization
3. Amazon
1. Daily schedule of social media activities : When the updates and news are published on social
media like ​Facebook and ​Twitter​. Users ​like and share the posts and it creates brand
awareness.
It includes :
● Posting interactive content like photos and videos of the products which will drive the
customers towards the official website of the company.

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● Adding products to the Facebook Marketplace.

● Posting about offers and discounts.

● Replying to customers comments and queries regarding the products and services.
● Encourage users who are active on the page by promoting our content by writing blogs.

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● Creating appealing ads using Facebook ad campaign

Below is a screenshot of Facebook, Twitter, Linkedin are the social media which are used every day
for giving updates and news.

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2. Search Engine Optimization

The team is doing ON PAGE and OFF PAGE SEO.
The major objective was to improve the visibility and reach of the webpage on the search
engines.

The SEO department is responsible to optimize WebPages and its content based on
keywords that are relevant to the clients business, primarily aimed at improving the
overall presence on the internet, mainly at the Search Engine Results Pages (SERPs).
Search Engine Optimizers Perform various optimization techniques for gaining better
SERP rankings.

Types Of SEO performed:

1) On-Page Optimization
2) Off-Page Optimization

Tools used in SEO:

1) Google Analytics : ​used to track the website activity of the users such as session duration,
pages per session, bounce​ rate​ etc.
2) Google Webmaster Tools : used to submit and check sitemaps,​and view statistics about when
Googlebot accesses a particular site, list internal and external pages that link to the site.etc
3) Semrush SEO Toolkit: used to get real users browsing history e.g.,monthly data,information
on location and devices,common keywords,strategy, traffic source etc
4) Ahrefs SEO Tool: used to get information about the rating and ranking of pages,
backlinks,organic traffic etc
5) Google adwords keyword planner: used to do keyword research
6) Uber suggest: used to do keyword research.

Steps Involved in SEO:-

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1) Keyword Research​ - Keyword research is the most important first step in SEO.
We used Google adwords keyword planner and UberSuggest for searching
keywords that are most relevant to the website and that has maximum search
volumes.
Some of the keywords we used for SEO are :
1. Hanging Light Online
2. Antique Floor Lamp
3. Sleek Aluminium Flower
4.Lamp and lighting
5.Floor Lamp
6.Designer Vase in India
7.White Designer Vase
8.White Designer Vase

2) Competition Analysis​ - Competitor analysis is the analysis of competitors in the

same niche. Websites targeting for the same keywords are competitors to each
other. Top five results for the for the defined keywords were identified as SEO
competitors.
Some of our competitors are :
1.Pepperfry
2.Hometown
3.Homecenter
4.Homesaaz
5.Amazon
6.Flipkart
Tools such as SEMrush and Buzzsumo were used for competitor analysis.

3) On-page optimization -
1. Content creation and optimization​ - Valuable contents were created that

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included keywords (previously searched) and placed in strategic places such as

Titles,URL, metadiscriptions and headings.

2. Image Optimization - It included the following :

- Every single image was provided with SEO friendly file name .
- Every image was resized prior to upload
- Optimized alternative text was written
- Descriptive captions were provided to the image

4) Off-page optimization
Off-page SEO refers to activities you can perform outside the boundaries of the
website. Off-Page SEO is a term used to describe the process of promoting the
website on the Internet for the purpose of gaining references (links) from other
websites. It included :

1. Link Building :
Backlinks
Backlinks are important for SEO. All SEO related studies agree that when it comes to Google
rankings, the websites that have the strongest links appear in the top positions of Google.In link
building we build our website’s popularity by making sure we get as much backlinks as we can
get. Links act as a bridge for search engine crawlers. Using their various algorithms they can find
out how web pages are related to each other. The basic idea is every link that directs users to our
website is an endorsement to our site’s quality. This means other web pages are directing users to
our site because we have relevant and useful information on our content. This is a plus point for
our website. If we get more backlinks to our site the higher the chance of being ranked higher by
the search engines.

We created backlinks via

1.Social Bookmarking

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2.Classified Ads
3.Blogs
4.Articles.
Given below is some of the ads and blogs that I have written and posted online for SEO
and some of the tasks given to me by Mr. Amit.

Classified Ads
Buy Indian handicraft vase for home decoration

“If you are looking for authentic Indian handicraft Vase online then visit
www.temptinghome.com and find great collection of decorative & designer vases for your home
with Superior quality that are crafted & made exclusively in India. For more details, call us at
+91 8851061938 and email at info@temptinghome.com.”

Indore Vase for living room decor

“​Buy handcrafted Indoor vase online at www.temptinghome.com from variety of designs

to make your living room looks impressive and stylish and get upto 55% off with free
shipping. For more info, call us at +91 8851061938 and email at
info@temptinghome.com.”​

Social Bookmarking

“Shop handcrafted and unique home decor products online at Tempting home .
Design the home of your dreams with lamps and lightning, vases and statues and many
more home decorating products and add extra charm and glitter to your home by
shopping online from Tempting home, one step solution for all your decorating ideas,”
and enjoy exciting offers. For more info, call us at +91 8851061938 and email at
info@temptinghome.com.

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We created content in the form of SBM, classified ads, blogs etc using researched
keywords and posted them on related websites that accepts them.
I wrote around 10 classified ads and SBM for tempting Home and around 5 blogs for the same.
Below are some screenshots of the same

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2. Social Media Presence - It included maintaining a weekly routine of social media posts,
finding buzzing and relevant content and engaging with the audience. We make sure that people
have access to our contents from not just our website but through social media platforms.
Linking various social media available can help to improve our site’s popularity and getting high
no. of visitors.

5) Monitoring and reporting - For monitoring and analysis of the SEO process,
Google analytics were used.

For tempting home, it has been just two weeks since we started SEO for the website.
On searching the keywords, the website is displaying on the second page of the organic
results.

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3.Amazon
The company then decided to sell its products on Amazon under different brand name ​‘Alnico
Decor’​. This was one of the company’s strategies to use different name to sell their products in
different markets in order to preserve the reputation of one of the company's brand names if the
other goes down for any reason.
Amazon alone has a large customer base of around 100 million people.
Each month more than 197 million people around the world get on their devices and
visit Amazon.com. That’s more than the entire population of Russia. Needless to say,
Amazon is the leader in online sales, with no sign of slowing down anytime soon.
Responsibilities in Amazon :
● Amazon seller account was already created by the authority.
● Login credentials were given to the team .
● Easy-to-use listing tools on Seller Central Account was used to list the products in the
marketplace. Below is a screenshot of the inventory management page.

● Shipment of the products, after a customer successfully places an order, is either done by
AMAZON aka Fulfillment By Amazon where Amazon will take care of storage, picking, packing
and shipping as well as customer inquiries or Easy Ship where the merchant stores and pack the
order and Amazon delivers it, or by MFN ( Merchant Fulfillment Network) where the merchant
store, pack & deliver your products.

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● Running ads on Amazon with Sponsored Products and targeting customers that are relevant.
Below is a screenshot of the page that shows sponsored products.

Amazon Ad campaigns are made to increase the visibility of its products to its customers, so it was a
necessary step to do as it improves sales. Sponsored products appear on the searches more than the
products that are not sponsored. So the amazon ad campaign was created which run keyword targeted ads
and we pay only when the ad is clicked. The daily budget was set to around Rs 3500. The bidding was Rs.
2 per click.The ad was successfully run and the expense rate and sales was monitored every day. The
expenses on ad must always be less than the sales to make a profit. After one week of the campaign the
expense to sales rate which is also known as:
ACOS (Advertising Cost Of Sales) was 18.57% which turned out to be a good rate.
The company made a sale of around Rs 77,000 at the first week of the ad campaign.

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3.3 LIMOFAHR
Overview
Limofahr is one of the best and most flexible provider of world-class transportation services
which are powered by technical solutions and driven by the exceptional team of professionals.
Believing in minimizing hassles and leveraging comfort, Limofahr brings the most advanced taxi
and limousine services in 141 cities covering 21 major countries.
Limofahr guarantees full luxury assurance and transform the monotonous journeys into a
wonderful travel time, through its optimized economy, business and first class fleet services and
thus paving the way for passengers to experience the most memorable and delightful experience
in regard to the overall journey.
Executed by trained and experienced chauffeurs, Limofahr makes every drive comfortable by
integrating both technical and non-technical solutions in order to maintain the best quality
standards.
Also, our 24*7 support gives customers a way to get the answers for all their major and minor
travel related query.

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3.4 ROLES AND RESPONSIBILITIES IN LIMOFAHR

Step 1. Identifying ways of promotion and advertising
The team is doing promotion and advertising through social media marketing and search engine
marketing.

1. Social Media Marketing

Facebook
- Posting daily updates on Facebook to increase brand awareness.
- Running and monitoring Facebook ads to increase engagements and link clicks.

Below is a screenshot of a facebook post

Below is a screenshot of the facebook ad

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Details of the ad

Daily budget ​₹410.64 INR (including estimated tax)

Amount spent ​₹3,494.49 INR
Duration ​10 days
End date ​Apr 8, 2019
Date created ​Mar 29, 2019
Created by ​Limo Fahr
Audience Name ​United Arab Emirates: Dubai (+25 mi) Dubai, 18 - 65+
Location ​United Arab Emirates: Dubai (+25 mi) Dubai
Age ​18 - 65+

2. Search Engine Marketing

Google Adwords is Google’s paid online advertising model that uses a bidding system
for your advertisement to appear to the top or to the right of search results. When you
advertise you tell Google what keywords or phrases you are interested in. When
somebody searches on these keywords Google displays relevant advertisements. If
your advertisement is displayed you only pay if somebody clicks on this advertisement
to bring them to your website.

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Step 1. Creating appealing ads and promotions using software “Adwords”

We created ads using the software “Adwords” which has few important points that are described
as below:

1. ​Campaign​ — a Google Adwords campaign is a name that you assign to all your
advertisements for a part of your business or for a particular promotion you are running.
For example, you might have a campaign for selling services in your hotel.
2. ​Ad Groups —​ within a campaign you break your advertisements into ad groups.
Using the hotel example, you might have an adgroup which has advertisements for
promoting accommodation and another adgroup for promoting your restaurant.
3. ​Advertisements​ – within your ad groups you have advertisements. Using the Hotel
example, if you had an adgroup for hotel accommodation you might have one set of
advertisements for last minutes deals, one for business deals and one for general
accommodation. You need to write your ‘Ad copy’ (which is the text you will use ) to
encourage relevant users to click on it, so it’s very important.
4. ​Keywords​ — you need to decide when you want your advertisements displayed.
This is based on keywords that you specify and if these keywords are used when
searching then your advertisement may appear depending on what you have bid, your
budget, competition, and so on.
5. ​Budget​ – now you can set up your budget, how much you are going to spend each
day on advertisements and how you are going to split up this money through the ad
groups.

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Step 3. Displaying ads and promotions

Given below is a screenshot of the list of ads in the ad group of our campaign.

Given below is a screenshot of the keywords that we used.

Step 4. Measuring Return on investment.

Below is panel where return on investment is measured in terms of:
1. Clicks – It is count of how many users have clicked on the ads.
2. CTR – How many times the ad was shown by Google
3. Cost – How much per click of the ad costs.

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3.RELEVANCE OF WORK DONE TO MANAGEMENT

At one point online marketing was just a new and different way to market. It opened up a new
form of media on which to peddle goods and services. But within just the past few years, the
importance of digital marketing has become something else.

It’s become an integral part of what a business is to its customers.

It’s no longer enough to have a website or run some un-focused Ads campaign. Don’t have
integrated digital marketing strategies working for your business? Time is working against you
because of it. As the Internet becomes entwined with everything we do, the importance of digital
marketing is becoming crystal clear.

Reaches People Where They Spend Their Time & Money

In 2019, the average Internet user has at least 7 social media accounts. That’s up from 3 just 5
years ago.Social Media is where people are. But do people buy things there? One of the top 10
reasons people say they’re on social media is to buy products advertised to them. They spend
around 37% of their social media time interacting with branded content.

Levels the Playing Field for Small Business

Digital marketing allows small businesses to compete with a much smaller advertising budget.
When managed effectively, it gives them laser-focused control over where and how they spend
their money.

More targeting

With search advertising, you can target people with a very specific:

● Challenge
● Goal
● Profession
● Education level
● Buying behaviour

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Social media advertising similarly allows you to narrow your target audience Use the data
they’ve collected about their users. Tell Facebook, for example, to only show your ad to people
with a very specific recent behavior, interest, location or other identifier.

Can be hyper-personalized

Tailor-made content as per the targeted audience can be displayed to them. For example You
recognize a person on an individual level. You are able to recommend the best products to them
because you know their purchase history. You recognize that they just visited your website and
abandoned their cart. You refer to them by name. They feel that you respect their individuality.

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More advanced analytics

● Whether they actually saw it. With TV ads, you don’t even know that much. They could
have been in the kitchen or had the TV on mute.
● If they interacted with it
● If they liked it
● If they lingered on it
● If they shared it with a friend
● If it prompted another action
● If it led to a sale down the road (this is important when deciding how to best spend
money)

Easy to scale and adopt

Digital marketing to small businesses becomes very clear when you see how easy it is to scale
and adapt as your business grows.For example, with social media campaigns, display ads and
search ads you can choose a daily budget. You know exactly how much that campaign will cost
you.

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3.1 IMPACT OF WORK DONE TO THE ORGANIZATION

Data analysis and Interpretation

Part 1 a) Temptinghome.com

Social Media contributes to about 57% of the sales of Temptinghome’s products.

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Part 1 b) Alnico Decor

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Part 2. Limofahr

Facebook Ads

Google ADS

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4.KEY LEARNINGS

● Get to know about challenges and opportunities for digital marketing in India.
● Gain a basic understanding of SEO, SEM, SMM, etc
● Fulfilling each and every requirement of client is very important regardless of whether
that requirement is small or big.
● I experienced the corporate feeling which gives me a good exposure.
● I was able to put in practice what I have learnt in my first year of the MBA curriculum.
Leadership quality, it’s all about the impact you have on other people. You need to have
leaders within an organization. Leaders will deal with the customer, project, etc. as a
leader.
● Healthy Competition forced to do a better job the trick is to learn from your competitors
quicker than they can learn from you. Always look for your competitors’ strengths.
● Digital marketing work is all about teamwork and it always try to give the best out of all.
● Time management is the big management lesson I have learnt as make individual more
divert to words it work.
● How to do a formal communication, the way how to communicate with each level of
management to get work done.

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5.CHALLENGES FACED

● Generating Traffic and leads

With so many options of platforms for marketers to publish their content and even more ways to
promote it, it's hard to know where to focus the efforts. Creating a high quality content which the
audience actually want is the biggest challenge
● Generating the ROI
Generating high return on investment at initial phase of marketing and promotions were quite
low. Implementing a marketing campaign and executing it is a long term process that requires a
lot of time and patience before it works out successfully.
● Securing Enough Budget
Securing Budget from our clients was another biggest challenge that we faced. Most of the
clients were not ready to invest enough money in the promotional activities thus it was hard to
achieve the ROI.
● Product Returns on Amazon
One of the major challenges we faced on Amazon was getting high number of product returns.
Sales were increasing but we were getting many product returns as well that led to the decrease
in the ranking of our products and negative feedbacks on amazon.

CAUSE: Customers could not figure out the size of the products that was up on Amazon. Some
of the products were too large in size but looked to small in the pictures and vice-versa

After figuring out the reason for the problem and brainstorming about ideas to solve the problem
, it was concluded to get the photoshoot of all the products again and this time with a standard
size product ( a 750ml bottle of Pepsi was used) as a reference so that the customers could figure
out the exact size of the picture by comparing it with the reference product.Pictures were also
edited in such a way so that the products’ exact measurement was mentioned in them.

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6.RECOMMENDATIONS TO THE DEPARTMENT

6.1 In Tempting home
The current Marketing Strategy is working upto the mark to generate traffic (potential leads) that
are converting into customers. There are few areas of improvement which I suggest can be
looked upon for more sales :

1. The company should collaborate with influencers on social media who have a large number of
followers or send them free products for reviewing them. It will help increase the reach.
2.Videos about products or reviews on Youtube/Vimeo will help users to understand more about
the product features.
3. High definition lifestyle photoshoot of the products must be done in order to be uploaded on
the website so that the customers can get a detailed knowledge about the description of the
products (size, colour etc).
4. The company should expand its business by opening a physical offline store because most of
the people prefer offline shopping of home decorating products from a showroom for many
reasons. It also helps converting visits into sales as it facilitates them touch and feel.
6.2 In Limofahr

1.More focus should be given on Search Engine Optimization of the website and the blog. This
will increase the ranking on Google search which will automatically increase the number of
visitors.

2.Users who are currently using competitors’ service can be converted to Limofahr Customers by
using the forums or review sites and comparing the advantages & benefits that Limofahr offers.
Segment Selection Target Customers Product Positioning Communication.

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7.CONCLUSION

Marketing Strategy & Planning is a key factor for the success of any project, what my company
mentor Asif Sir told me at the first day in the company.
The importance of planning is –
To facilitate goals achievement
To facilitate assessment
To reduce risks and loss
To make good decisions
To carry out job division
To determine opportunities and threats

So my company mentor already planned and assigned me tasks for me to execute during the
internship period. For the time period 1.5 months I did not only learn about area of my interest –
Digital Marketing but also how to make a plan based on data and reports that are generated from
tools like Google Analytics, . I learned how important it is to monitor tasks of the team , also
how can organisation can secure its user id and password and give access to all the employees &
the importance of Social Media in business today.

I personally think working in Digital Marketing is not everyone’s cup of tea. Digital Marketers
have to be updated with the changing technology which is proficiently used by their companies
viz-a-viz the competition. Continuous information of what is happening around the world in
terms of Events, Google Updates, Content Management, SEO, is required.
Leanport is still in its growth stage and year-on-year they are expanding not only in terms of
customers but also the services they provide. I feel very grateful to have this dynamic working
experience with Leanport which has opened the doors for me into the future of marketing.

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8.BIBLIOGRAPHY

● www.leanport.com
● www.temptinghome.com
● https://www.slideshare.net/shikh18/a-study-of-digital-marketing-services-summer-interns
hip-project
● https://www.cpcstrategy.com/blog/2019/04/sell-on-amazon/
● www.limofahr.com
● www.amazon.com

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