A Training Report

Submitted to the Rajasthan Technical University, Kota

In Partial fulfillment of the requirement for the degree of

MASTER OF COMPUTER APPLICATIONS

Submitted by
Neha Jain
(17CIIXX254 )

Internal Guide Training In-charge

Dr. Swati V. Chande Mr. Siddhant Rajvanshi

HOD(Computer Science) (Digital Marketing Strategist)
ISIM, JAIPUR GIT Infosys, Jaipur

INTERNATIONAL SCHOOL OF INFORMATICS & MANAGEMENT

Affiliated to

Rajasthan Technical University, Kota

MCA( 2017-19)
May, 2019
 CERTIFICATE

This is to certify that Ms. Neha Jain was undertraining from 01.01.2019 to 25.05.2019 under
my supervision for training on “Digital Marketing”. The report on the project is being
submitted to the Rajasthan Technical University, Kota in partial fulfillment of the requirement
for the award of the Degree of Master of Computer Applications.

I wish her great success in all her future endeavors.

Date : Mr. Siddhant Rajvanshi

(Digital Marketing Executive)
GIT Infosys, Jaipur
 DECLARATION

I express my warmest thanks & deep sense of gratitude to the individuals for their generous help
in discussing the project and giving their valuable time in successful completion of this project.
Time to time I got constructive suggestions, guidance and encouragement.

First of all, with much pride and delight I would like to express my sincere thanks to Mr.
Siddhant Rajvanshi, GIT Infosys(Jaipur) for valuable suggestions throughout the project
work and for his excellent guidance and without his keen interest and encouragement, this work
could not have been possible to reach the state of completion with satisfaction. In fact it is real
devotion to the development work, which instilled in me, the need of a passionate commitment
to pursue this dissertation.

The project training here at GIT Infosys, Jaipur has been very useful and enlightening experience
for me. The knowledge I gained here in the field of Digital Marketing would greatly helped me
in developing my future in this Technology.

Neha Jain
(17CIIXX254)
 ACKNOWLEDGEMENT

The satisfaction that accompanies the successful completion of any task would be incomplete
without the mention of people whose ceaseless cooperation made it possible, whose constant
guidance and encouragement crown all efforts with success.

I thank Dr. Ashok Gupta, Director, International School of Informatics and Management, for
giving me an opportunity to learn and get real work experience.

I also extend my sincere thanks to Dr. Manju Nair, Principal, International School of Informatics
and Management, for providing me an opportunity to undergo industrial training at GIT Infosys.

I am thankful to Dr. Swati V. Chande, Head of Department (Computer Science), International

School of Informatics and Management, for her constant support and encouragement given
throughout the development of the project.

I am also grateful to my project guide Mr. Siddhant Rajvanshi, Senior Executive, Digital
Marketing for their guidance, inspiration and constructive suggestions that helped me in the
preparation of this project.

I heartily thank our internal project guide Ms. Swati V. Chande, HOD, Computer Science,
International School of Informatics and Management, for her guidance and suggestions during
this project work.

My sincere thanks for their constant encouragement, support and guidance to the faculty
members of Computer Science department at International School of Informatics and
Management. Also I would like to extend my gratefulness to the staff in lab, office and library
for their timely support.
I also thank my parents, family members and friends for their continuous support, inspiration and
encouragement without which this project would not have been success.

Neha Jain
(17CIIXX254)

EXECUTIVE SUMMARY
As a part of my academic’s requirement, I Neha Jain (17CIIXX254) a student of ISIM Jaipur,
did my Summer Internship Project at GIT Infosys, Jaipur from 1st Jan 2019 to 25th May 2019.

GIT Infosys was established in 2010 in Jaipur, Rajasthan, India. GIT Infosys is considered
amongst Jaipur’s top notch Information technology solution and training providing company. We
are providing best in class and tailored solutions in the field of Website Design and
Development, Social Media Optimization and E-Commerce Portal Design and Development. We
at GIT Infosys believe in strengthening innovative ideas just beyond the limitations as true
development power lies in unbounded imaginations. We have a highly skilled and qualified staff,
each of them possess years of experiences and specialization in their respective fields. In our
team of designers and developers we take responsibility of overall stuff and ensure our clients to
provide the best outcome that matches best to their requirements. At present we are serving in
almost all relevant segments of a website. We are offering all our services and expertise at quite
a reasonable pricing. We have established a milestone in providing solutions to various sectors
such as Automobile Industry, Tour and Travels Agency, Manufacturing & Retail Sector,
Education Sector, Health and E-Commerce Online Portals and a lot more to be mentioned.

We genuinely believe in quality and dedication in our work as this is the key to produce
delectable results and provides a way to earn customer satisfaction and trust. We at GIT Infosys
have a completely determined team of specialists that always give their best to meet to your
requirements. GIT Infosys assures to its customers of total safe and secure development and
management of their website and all other concerning data. We adhere to strict measures and
policies to prevent unauthorized access and avoid any kind of ambiguity. We at GIT Infosys
have a vision to provide our clients with all kind of IT solutions at one place and our team's
incessant efforts ensure that every service is delivered on time.

We not only provide best solutions for designing and development but also offer dedicated post
maintenance and assistance. Our clients can contact to our support executive at any point of time
as we are delivering 24*7 round the clock assistance to our clients.

TITLE OF INTERNSHIP REPORT

Digital Marketing

The project is intended for learning all Digital Marketing Methodologies such as SEO, SMO,
SEM, SMM, Facebook Advertisements and Google Campaign.

Objective of the Internship

 Increasing the website traffic.

 Increasing the brand recognition.
 Improve search engine rankings.
 Generating leads.
 Increase online sales conversion.
 Facebook Advertisement.
 Google Advertisement.

Methodology

Goals and objectives set by the company are quality and dedication in work as this is the key to
produce delectable results and provides a way to earn customer satisfaction and trust. GIT
Infosys always give their best to meet to customer requirements. GIT Infosys assures to its
customers of total safe and secure development and management of their website and all other
concerning data And to achieve all these goals we are doing social networking promotional
activities on Facebook, twitter, Instagram, Google-plus and YouTube. As well as doing E-mail
campaigning to reach to as many peoples. Sending offering mails to approx. to 10,000+ peoples.

TABLE OF CONTENTS
Sr. No. Topics
1. Industrial Certificate

2. Certificate

3. Declaration

4. Acknowledgement

5. Executive Summary

6. Title of the project, Objective of the Internship, Methodology

7. GIT Infosys Introduction

8. SWOT Analysis

9. An Introduction to Digital Marketing

10. Description of components

11. Digital Marketing Measurement

12. Digital Strategy Tree

13. Work Assigned To Me

14. Search Engine Optimization

15. Snapshots of Working

16. Keyword Research

17. On Page Seo Snapshots

18. Snapshots of Google Console

20. Sitemap Submission

21. Google AdWords

22. Facebook Advertisements

23. Snapshots of Facebook Ads

24. Key Learnings

25. Google AdWords Certification

26. Conclusion

27. Bibliography
GIT Infosys was established in 2010 in Jaipur, Rajasthan, India. GIT Infosys is considered
amongst Jaipur’s top notch Information technology solution and training providing company. We
are providing best in class and tailored solutions in the field of Website Design and
Development, Social Media Optimization and E-Commerce Portal Design and Development. We
at GIT Infosys believe in strengthening innovative ideas just beyond the limitations as true
development power lies in unbounded imaginations. We have a highly skilled and qualified staff,
each of them possess years of experiences and specialization in their respective fields. In our
team of designers and developers we take responsibility of overall stuff and ensure our clients to
provide the best outcome that matches best to their requirements.

At present we are serving in almost all relevant segments of a website. We are offering all our
services and expertise at quite a reasonable pricing. We have established a milestone in
providing solutions to various sectors such as Automobile Industry, Tour and Travels Agency,
Manufacturing & Retail Sector, Education Sector, Health and E-Commerce Online Portals and a
lot more to be mentioned.

We genuinely believe in quality and dedication in our work as this is the key to produce
delectable results and provides a way to earn customer satisfaction and trust. We at GIT Infosys
have a completely determined team of specialists that always give their best to meet to your
requirements. GIT Infosys assures to its customers of total safe and secure development and
management of their website and all other concerning data.
SWOT ANALYSIS OF GIT INFOSYS
 INTRODUCTION TO DIGITAL MARKETING

Digital marketing encompasses all marketing efforts that use an electronic device or the internet.
Businesses leverage digital channels such as search engines, social media, email, and other
websites to connect with current and prospective customers.

KEY COMPONENTS:
1. Search Engine Optimization(SEO)
2. Search Engine Marketing(SEM)
3. Social Media Optimization(SMO)
4. Social Media Marketing(SMM)
5. Online Reputation Management(ORM)
6. Email Marketing
7. Facebook Advertisement
8. Google Ad-words
 DESCRIPTION OF THE COMPONENTS

 Search Engine Optimization (SEO) refers to the process of optimizing your online

content so that search engine likes to show it as a top result for searches of a certain
keyword which in turn increases the website’s traffic.
 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) primarily through paid advertising.

 Social Media Optimization (SMO) is the use of a number of social media outlets and
communities to generate publicity to increase the awareness of a product, service brand
or event.

 Social Media Marketing (SMM) Social media marketing is the process of gaining

website traffic or attention through social media sites . Social media marketing is
the process of creating content that you have tailored to the context of each
individual social media platform in order to drive user engagement and sharing.

 Online Reputation Management (ORM) is the practice of crafting strategies that shape

or influence the public perception of an organization, individual or other entity on the
Internet. It helps drive public opinion about a business and its products and services.

 Email Marketing is the targeting of consumers through electronic mail (email). Often
associated with data mining, email marketing can be used to impact consumers in a
variety of ways.

 Facebook Advertisement is one of the most efficient ways to advertise online. Any ad

posted on Facebook channel is Facebook advertisement. It help to reach most of the
people in less amount.

 Google AdWords is an online advertisement platform developed by Google where the

advertisers pay to display their advertisements. It is a pay per click (PPC) advertising
 platform and is one of the effective way to advertise our product and services on all the
Google Site and its Partner Site.

DIGITAL MARKETING MEASUREMENT

There are many tools and systems available to Calculate ROI and to measure the effectiveness of
your marketing campaigns-

ROI Tools:

 Google Analytics: 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 Ad-words: AdWords (Google AdWords) is an advertising service

by Google for businesses wanting to display ads on Google and its advertising network.
The AdWords program enables businesses to set a budget for advertising and only pay
when people click the ads. The ad service is largely focused on keywords.
DIGITAL STRATEGY TREE
 Search Engine Optimization

 Content

 Email

 Social Media

 Advertising

 Development

 Design

WORK ASSIGNED TO ME

The main work that I did was SEO (Search Engine Optimization), Content Writing and
Facebook Advertisement.

 For Old Website

 Check existing domain age and validity
 Check SEO Activity
 Check Website Pages
 Check Website Content
 Check Page Title, Description, Keywords
 Done site Audit
 Check Keyword Density

 For New Website

 Client Keywords + Own Keywords = Keywords Mixture
 Cross Check Keyword Planner
 Final List of keywords
 Title, Keywords, Description, Alt Tag
 Keyword Density
 Content Uniqueness
 Check Grammatical Mistakes
 24 Rules Implementation.
 Upload
 Sitemap.xml
 Robots.txt
 Analytics
 Site audit
 Improve the result
 Search Engine Optimization (SEO)

SEO (Search Engine Optimization) is the process of optimizing your online content so that
search engine likes to show it as a top result for searches of a certain keyword which in turn
increases the website’s traffic.

SEO can be accomplished in two ways:

 ON Page Optimization
 OFF Page Optimization
 ON PAGE SEO

KEYWORDS :-

Keywords are ideas and topics that define what your content is about. In terms of SEO, they're
the words and phrases that searchers enter into search engines, also called "search queries.

Types of Keywords :-

1. Broad Match Keywords ( e.g., Marketing)

2. Exact Match Keywords (e.g., [Marketing])

3. Phrase Match Keywords (e.g., “Marketing”)

Keyword Optimization :-

Keyword optimization is a three stage process that can help a business target qualified leads and
drive them from search engine results to its website. It’s a very important component for both
paid and organic search strategies.

The three stages of Keyword Optimization are:

 Research
 Analysis
 Selection of the best keywords

Keyword optimization helps you constantly update your database with new keywords that will
lead to increases in traffic, leads and sales.

CONTENT MARKETING :-

Content marketing can be defined as a strategic marketing approach focused on creating

and distributing valuable, relevant and consistent content to attract and retain a clearly-
defined audience — and, ultimately, to drive profitable customer action.

OFF PAGE SEO

LINK BUILDING:-

Link building is the promotion of your website with the primary goal of securing a hyperlink to
your page.

Type of links:-

 Do-follow Links
 No- follow Links
Benefits of Link Building:

 Increases Website traffic

 Brand Recognition

 Helps in building relationships

 Increases Page rank.

SEO WORKING

During the training period, I handled the SEO for four clients and written various web
contents and articles. The following are the Websites whose SEO is done by me:

 https://www.wholekart.com/
 https://www.mlcaterers.com/

For all the above project’s we have done both the ON Page & OFF Page Technique to make
them rank on SERP.

SEO Technique

 List Your Top 5 Competitors of Different Phrases of Target Keywords 

 Make SEO Strategy 

 Responsive Checkup 
 Speed Checkup 
 Analytic Code | Sitemap.XML | Robots.TXT
 Content Delicacy 
 PR Checker | PA & DA Checker 
 On Page Factors Analysis
  Internal Link Analyzer 
  Back Link Watch
 List Out All Targeted Keywords [Title-Keywords-Description]  
 Conduct Site Audit At least Using 5 Popular Site Audit Tools 
 Prepare A Complete SWOT Analysis [Strength-Weaknesses-
Opportunities-Threats]
 Prepare Your Competitive Keyword Targeting List .
 Prepare Your Own Keyword Placement Strategies.
 Make A Unique Content Write up. 
 Implement Your On-Page SEO Techniques on The Website. 
 Add Sitemap.XML, Google Verification Code & Tracking ID To Your Website.
 Submit Your Website To Google Tools [Webmaster, Analytics, Maps and My
Business etc.]
 Connect Your Page To Social Media Pages.
 Connect Your Blogging Subdomain or Page To Your Index Page [As Per Your
Strategy].

For SEO Tools Used:

 Small SEO Tool

 Backlink Watch
 Google Analytics
 SEOptimer
 Mozbar
 Google Search Console
 Similar Web
 Dead link Checker
 Keywords Everywhere

OFF Page SEO Techniques used:-

 Blog Commenting
 Image Submissions
 Profile Creations
 Classifieds posting
 Article Submissions
 Search Engine submissions
 Snapshot of Working

Keyword Research for ML Caterers:-

RESULTS
Keyword Research for Wholekart:-

ON Page SEO
Snapshot of Off Page Work
ML Caterers
Google Search Console
Overview
 Performance

Sitemap Submission

GOOGLE ADWORDS
Google AdWords is a marketplace where companies pay to have their website ranked at
the top of a search results page, based on keywords.

Google’s advertising network which allows companies to bid for keywords to show up in
search results as ads.

The position of the ad on a page is determined by CTR (Click through rate) and CPC (Cost
per click). To place the google Ad at the best place on page, CPC must be minimum and
CTR must be maximum.

TYPES OF GOOGLE ADS :-

1. Search Advertisements :- They works by targeting specific keywords.

2. Display Advertisements :- They works as text and banners and are
displayed on Gmail and various websites within display network.
3. Video Advertisements :- They work as video Ads and shows up on
YouTube, hotstar and other video websites.
4. Application Advertisements :- They works as advertising google network
based applications and promote apps by running ads across entire google
network.
5. Google Shopping Ads:- They works as advertising products directly on
google through online stores.
 Facebook Advertisements

Facebook ads are targeted to users based on their location, demographic, and profile
information. Many of these options are only available on Facebook. After creating an ad, you set
a budget and bid for each click or thousand impressions that your ad will receive. Users then see
your ads in the sidebar on Facebook.com.

Facebook have the biggest user base, with over 2 billion monthly active users. Therefore,
Facebook Ads can reach a wide about of people and thus is a great platform for marketing.

There are 5 types of Facebook Ads:-

 inside the news feed on desktop

 Inside the news feed on mobile
 Right-hand sidebar on desktop
 Audience network on mobile
 On Instagram

Facebook ads must be unique because this creates an impact and fetches you quality
customers.

NEED OF THE PROJECT

1) Promote Brands on Social Media Sites.
2) Increase customer base.
3) Increase sales and conversions
4) Promoting Brands ads on Facebook

Purpose: The purpose of this process is to increase conversions on the main Website by making
attractive and creative Ads, keeping in mind that they attract the customers and influence them to
visit the site for online shopping.
Limitation: The limitation of the project is as follows-
The whole process is very tedious and time consuming as we have to run a series of experiments
to identify which campaigns are working and which are not.

ACTIVITIES INVOLVED IN THE PROJECT

Landing Page Optimizations
It is one part of the broader Internet marketing process called Conversion Optimization, with the
goal of improving the percentage of visitors to the website that become sales leads and
customers.

Identifying products for Facebook Ads Creative

Identifying the right products from across categories is very important for campaigns
optimization. The processes involve testing various products and then choose which ever has
worked well.

Conversion Rate Optimization

It is the method of using analytics and user feedback to improve the performance of your
Website. It is defined by Website’s objectives and needs (KPIs).

Managing spends and (ROI) on a day to day basis

The process and results are monitored on a daily basis and calculation of investment is done and
also the amount of profit and traffic (leads) generated.

Creating New Face book Ad Campaigns

It is a series of advertisement message that share a single idea and theme which make up an
Integrated Marketing Communication (IMC). They are made in order to achieve some goals. The
goals includes such as establishing brand, raising brand awareness etc.
 Facebook Ad’s

Facebook Campaign For Sogani Jewellers

Desktop News Feed

 Mobile News Feed

Instagram News Feed

Key Learning at GIT Infosys
 Exposure to industrial environment.
 Practical work lead to rich knowledge on Digital Marketing
 How to efficiently work in a Team?
 How to handle pressure?
 Knowledge of Social Media platforms and Social media advertising.
 Knowledge of content marketing.
 Making ad campaigns on Facebook ad manager.
 The project helped me to look in each and every key aspect which affects the company.
 Got an insight of “how GIT Infosys uses Digital Marketing Strategy” in order to increase
their customer base and sales.
 Experience of interacting with different peoples working under different departments.
 Guidance by Marketing team – Mr. Siddhant Rajvanshi who always motivated me and
kept the spark in me to do work more efficiently and not treating me as intern but a core
employee to the family of GIT Infosys which boosts up my morale.
 CONCLUSION

The successful completion of this internship indicates that the future of marketing is in the hands
of digital media. Digital marketing is not only concerned with placing ads in portals, it consists
of integrated services and integrated channels. Marketers want to use these components in an
effective way to reach target groups and to build a brand to increase sales. The project is focused
on the use of Digital marketing by ecommerce players. According to me, ecommerce industry
can’t survive without going Digital. It helps companies in order to facilitate further sales and to
target different consumers pan India. The project also talks about Facebook marketing. GIT
Infosys extensively makes use of Social Media Marketing in order to promote and branding their
Customer Brand and their Product.

Bibilography

1. https://www.gitinfosys.com/
2. https://www.reddit.com/
3. https://www.backlinko.com/
4. https://www.google.com/
5. http://quora.com/
6. https://www.google.com/analytics/
7. https://academy.exceedlms.com/student/catalog
8. https://www.searchenginejournal.com/
9. https://searchengineland.com/