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INDUSTRIAL TRAINING

At

10th Jan 2015- Present


SYNOPSIS

SUBMITTED BY:

SUBMITTED TO:

Akshay Singh
ASU2011010100036

Mrs. Deepti Juneja Thakral

8th Sem. B.Tech (CSE)

INDUSTRY MENTOR:
Mr. Abhishek Bhardwaj
To

Department of Computer Science and Engineering


School of Engineering & Technology ,
Apeejay Stya University Sohna, Gurgaon.
JUNE, 2015

DIGITAL MARKETING
Digital marketing is marketing that makes use of electronic devices (computers) such as personal
computers, smartphones, cellphones and game consoles to engage with stakeholders. A
component of Digital marketing is Digital Brand Engagement. Digital marketing applies
technologies or platforms such as websites, e-mail, apps (classic and mobile) and social
networks. Digital Marketing can be done through Internet channels like Social Media, E-mails
ads, Banner ads, etc. Many organizations use a combination of traditional and digital marketing
channels; however, digital marketing is becoming more popular with marketers as it allows them
to target and track many aspects including their Return on Investment (ROI) more accurately
compared to other traditional marketing channels.
The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s, digital
marketing became more sophisticated as an effective way to create a relationship with the
consumer that has depth and relevance. While the term 'digital marketing' may not have been
used until the 1990s, digital marketing itself has roots to the mid-1980s when the SoftAd Group,
now ChannelNet developed advertising campaigns for several major automobile companies,
wherein people would send in reader reply cards found in magazines and receive in return floppy
disks that contained multimedia content promoting various cars and offering free test drives.

The rapid evolution of digital media has created new opportunities and avenues for advertising
and marketing. Fueled by the proliferation of devices to access digital media, this has led to the
exponential growth of digital advertising.
In 2012 and 2013 statistics showed digital marketing remained a growing field.
Digital media growth is estimated at 4.5 trillion online ads served annually with digital media
spend at 48% growth in 2010. An increasing portion of advertising stems from businesses
employing Online Behavioural Advertising (OBA) to tailor advertising for Internet users.
Though an innovative resource, OBA raises concern with regards to consumer privacy and data
protection. Such implications are important considerations for responsible communications.
Digital marketing is often referred to as 'online marketing', 'internet marketing' or 'web
marketing'. The term 'digital marketing' has grown in popularity over time, particularly in certain
countries. In the USA 'online marketing' is still prevalent, in Italy is referred as 'web marketing'
but in the UK and worldwide, 'digital marketing' has become the most common term, especially
after the year 2013

As digital marketing is dependent on technology which is ever-evolving and fast-changing, the


same features should be expected from digital marketing developments and strategies. This
portion is an attempt to qualify or segregate the notable highlights existing and being used as of
press time.
1. Segmentation: more focus has been placed on segmentation within digital marketing, in order
to target specific markets in both business to business and business to consumer sectors.

2. Influencer Marketing: Important nodes are identified within related communities, known as
influencers. This is becoming an important concept in digital targeting. It is possible to reach
influencers via paid advertising, such as Facebook Advertising or Google Adwords campaigns,
or through sophisticated sCRM (social customer relationship management) software, such as
SAP C4C, Microsoft Dynamics, Sage CRM and Salesforce CRM. Many universities now focus,
at Masters level, on engagement strategies for influencers.
To summarize, Pull digital marketing is characterized by consumers actively seeking marketing
content while Push digital marketing occurs when marketers send messages without that content
being actively sought by the recipients.
3. Online Behavioural Advertising: Online Behavioural Advertising refers to the practice of
collecting information about a users online activity over time, on a particular device and across
different, unrelated websites, in order to deliver advertisements tailored to that users interests
and preferences.
4. Collaborative Environment: A collaborative environment can be set up between the
organization, the technology service provider,and the digital agencies to optimize effort, resource
sharing, reusability and communications.

COMPANY OVERVIEW

Lyxel Digital helps organizations leverage internet to build their brands online. With more than
100 million online users in India, internet has become a leveler. And you can find everyone here
from students, to corporate chieftain to the home warrior. The challenge now is to reach out to
just your audience people who relate to your brand, form your target audience pool and
probably buying your competition. If you are thinking beyond social media and want to create an
exhaustive, measurable, brand-building campaign so that YOUR internet audience starts
listening to YOUR story trust Lyxel to deliver.
SERVICES OFFERED:

Search Engine Marketing

Display Advertising

Email Marketing

Social Media Marketing

Re-Targeting

Blogger Outreach

Airport WiFi Advertising

Website Development

MY ROLE

I joined Lyxel as a digital marketing intern in the operations department. In the first month I was
responsible for conceptualizing and implementing optimum Google Adwords strategies.

PLATFORM INTRODUCTION

Google AdWords is an online advertising service that enables advertisers to compete to display
brief advertising copy to web users, based in part on keywords, predefined by the advertisers that
might link the copy to the content of web pages shown to users. Web pages from Google and
from partner websites are designed to allow Google to select and display this advertising copy.
Advertisers pay when users divert their browsing to seek more information about the copy
displayed, and partner websites receive a portion of the income they generate.
AdWords has evolved into Google's main source of revenue. Google's total advertising revenues
were USD $43.7 billion in 2012.AdWords offers pay-per-click (PPC), that is, cost-per-click
(CPC) advertising, cost-per-thousand-impressions or cost per mille (CPM) advertising, sitetargeted advertising for text, banner, and rich-media ads, and remarketing (also known as
retargeting). The AdWords program includes local, national, and international distribution.
Google's text advertisements are short, consisting of one headline of 25 characters, two
additional text lines of 35 characters each, and a display URL of 35 characters. Image ads can be
one of several different Interactive Advertising Bureau (IAB) standard sizes.
PROPRIETARY AD NETWORK

Apart from managing Google Adwords, now I have been bestowed with additional
responsibilities of managing our proprietary ad network. We own advertising rights across all
big publisher websites. Toi.com, Ndtv.com, Bookmyshow.com are some of the huge list of
publishers that we work with.

Implementing such advertisements is a very complicated and lengthy process. The first step is to
get the banners created by the design team. These banners are in line with the specifications
mentioned by the publisher. The second step is to create a javascript tag such as this:Channel: Nikon_Ixigo
Publisher: Ixigo
Ad Dimension: Medium Rectangle - 300 x 250

<!-- Javascript tag: -->


<!-- begin ZEDO for channel: Nikon_Ixigo , publisher: Ixigo , Ad Dimension: Medium
Rectangle - 300 x 250 -->
<script language="JavaScript">
var zflag_nid="2197"; var zflag_cid="927"; var zflag_sid="58"; var zflag_width="300"; var
zflag_height="250"; var zflag_sz="9"; var
zflag_click="[INSERT_CLICK_TRACKER_MACRO]";
</script>
<script language="JavaScript" src="http://d8.zedo.com/jsc/d8/fo.js"></script>

<!-- end ZEDO for channel: Nikon_Ixigo , publisher: Ixigo , Ad Dimension: Medium Rectangle
- 300 x 250 -->
This tag is now provided to the publisher, the publisher incorporates this tag onto their website
and the advertisement comes live. To track impressions and clicks a third party tracking platform
is used.

Lastly, quality check is done after creation of a test page which is followed by daily reporting.

GOOGLE ANALYTICS
I am also a digital marketing analyst, I leverage the Google Analytics platform to study user
behavior on a website and make changes which drive user engagement.

PLATFORM OVERVIEW
Google Analytics is a freemium web analytics service offered by Google that tracks and reports
website traffic. Google launched the service in November 2005 after acquiring Urchin. Google
Analytics is now the most widely used web analytics service on the Internet.
Google acquired Urchin Software Corp. in April 2005. Google's service was developed from
Urchin on Demand. The system also brings ideas from Adaptive Path, whose product, Measure
Map, was acquired and used in the redesign of Google Analytics in 2006. Google continued to
sell the standalone, installable Urchin WebAnalytics Software through a network of value-added
resellers until discontinuation on March 28, 2012.
The Google-branded version was rolled out in November 2005 to anyone who wished to sign up.
However due to extremely high demand for the service, new sign-ups were suspended only a
week later. As capacity was added to the system, Google began using a lottery-type invitationcode model. Prior to August 2006 Google was sending out batches of invitation codes as server
availability permitted; since mid-August 2006 the service has been fully available to all users
whether they use Google for advertising or not.[citation needed]
The latest version of Google Analytics tracking code is known as the asynchronous tracking
code,[7] which Google claims, is significantly more sensitive and accurate, and is able to track
even very short activities on the website. The previous version delayed page loading and so, for
performance reasons, it was generally placed just before the </body> body close HTML tag. The
new code can be placed between the <head>...</head> HTML head tags because, once triggered,
it runs in parallel with page loading.
In April 2011, Google announced the availability of a new version of Google Analytics, featuring
multiple dashboards, more options of custom reports and a new interface design.This version
was later updated with some other features such as real-time analytics and goal flow charts.

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