Building Digital Marketing & SEO Strategy
MBA III semester
Submitted To: Mrs. Shikha Jamawal Submitted To: Dr. BalGopal Singh
CEO & Co-Founder Assistant Professor
Lets Run Digital Banasthali University
Gurugram Jaipur, Rajasthan
I would like to express my special thanks of gratitude to my company CEO, Mrs. Shikha Jamwal,
who gave me the opportunity to do this project on topic: Building Digital Marketing & SEO
Along with her I would also express my thanks to my company mentor, Mrs. Neetu Adwani,
Digital Marketing Manager, who helped me in doing a lot of research as well as exposer in the
field of digital marketing and I came to understand about many new things.
I would also like to thank to my college mentor Dr. Bal Gopal Singh, Assistant Professor, who
helped me a lot in finalizing this project within the limited time frame.
(Roll no.: 12373)
Title of Dissertation: Building Digital Marketing & SEO Strategy
Dissertation directed by: Dr. Bal Gopal Singh
My dissertation comprises of research and implementation of all those information for our product
I was working on three different projects during my dissertation.
One of them was job portal website and rest were related to architecture and home décor.
Firstly I have explained what exactly digital marketing is.
What are their uses and tells about all the platforms which we can use for digital marketing.
Further, I have explained about my roles and responsibility in this project and also explained my
Later on, I have explained about my company profile and their services.
Table of Content
S. No. Topic Page no.
1 Training Certificate 2
2 Acknowledgement 3
3 Abstract 4
4 Table of Content 5
5 Introduction 6-20
6 Background and Context 21
7 Scope & Objective 22-23
8 Achievements 24-25
9 Overview of Dissertation 26
10 Profile of Organization 27
11 Research Methodology 28
12 Data Analysis 29-35
13 Conclusion 36
14 Suggestion & Recommendation 37
15 Reference 38
In simple terms, we can say Digital Marketing is the promotion of product or a service or a brand
on all social media platforms. Digital Marketing is different from traditional marketing in terms
that digital marketing involves the uses of channels & ways that enables organization of a company
to understand marketing campaigns & analyze what is going & what is not, i.e.
Typically in real time.
Digital Marketing Channels
Digital Marketing is facilitated by so many channels. As an advertiser our core objective is to find
out the channels which results in maximum two way communication & better overall Return on
Investment for the brands. There are so many online marketing channels are available & they are
Facebook has revolutionized social media, and changed the way marketers communicate.
Successful strategies demand the right consumer insights and effective reading of the social
Facebook was launched in February of 2004 is an American for-profit corporation. An online
social media & social networking service based in Menlo Park, California. Within a few years it
become a worldwide sensation.
Report of all those countries and cities with the largest active Facebook users bases
And it is increasing day by day all over the world. This is the report on users increasing in India
since 2015 to 2017
Number of Facebook users by age in the U.S. as of January 2017 (in millions)
The right process of lead generation on Facebook using paid methods.
Identify your target market (age bracket, gender, location, educational level, user device, profile
interest). This process is very important, because targeting people not interested in your products
and services will just waste your time and your precious advertising budget.
Decide if you wanted to directly promote your products and services or create a lead generation
sales and marketing funnel.
Split Test everything (ad messages, landing page, interests and images) and analyze the actual
data. This is also an important part of the process because this is where you will see what’s working
and what performs better.
Organically (meaning normal free posts), a regular post can only reach a maximum of 16% of your
network. Using Facebook Ads however will boost this by as much as 70% — generating more
social signals (likes, comments, shares, etc.) to your posts, links, photos, video, questions, and
other content. The following can guide you on how you can set this up.
Standard Guide for Setting up a Facebook Ad
You can either promote a Page or just a particular post when you make use of a
When you promote a Facebook Page, social signals such as likes and shares will increase as your
posts generate more reach.
When you promote a particular post, you can do it directly by clicking on the
Boost Post tab. Only page admins can see this tab which is found on every post.
Facebook boost post
The maximum reach of your ad depends on the maximum daily budget you specified. You should
also specify what particular Facebook users – your targeted audiences – should be shown these
Facebook boost post targeting
The higher the budget would of course mean greater reach – and bigger possibilities for generating
leads. You can pay by credit card or through PayPal.
To maximize the effectiveness of Facebook ads in generating leads, make sure that your links and
posts will eventually drive your targeted audiences to your landing pages. Just be creative in how
you can incorporate this with the compelling content that you share
Facebook Paid Advertising Models
Different businesses have different ways of generating leads. Their targeted audiences vary in so
many ways, so it is important that digital marketers make use of a particular Facebook Paid
Advertising Model that will attract their targeted audiences. You can choose from any of the ones
Paid Post Engagement – You can set this up by either using the ad manager or directly boost
through the Boost Post tab integrated with your post which is only visible through your page’s
The process is simple and straightforward as follows:
Select a post you want to promote
Click on Boost Post tab
Set your daily budget
Select your targeted audiences (either target friends of friend of your fans or target people based
Place your order
Wait for leads or inquiries to come in!
Page Likes – Subscribers to your Facebook Page joined in by clicking on the
“Like” tab. Page Likes not only provide an indication of the current reach of your page but it will
also create greater awareness of your brand. This in turn may generate more leads from people
who are already interested in your type of business, topic or theme.
Clicks to Website – Just like PPC advertising, Facebook Ads can also be used for generating clicks
to your website or landing page.
Website Conversions – You can also promote not only your website as a whole but also the specific
action you intend your audiences to take when they visit your pages.
App Installs – Facebook Ads is a great way of promoting a new App you have just created, enticing
targeted audiences to install.
App Engagement – Installing your app should not only be the action you would like targeted
audiences to take, but it should also generate engagement from users.
Twitter’s role in the digital marketing was often seen as being about breaking news. However if
used correctly, it can accelerate your brand message and content to a global waiting audience that
will pass it on. Don’t underestimate Twitter’s marketing horsepower because of its 140 character
Optimize your Twitter bio. "Make sure your company identity and voice are branded well," That
means having a bio that tells people who you are and includes a link to your company website or
a landing page -- and having "a consistent tone so that people clearly understand who you are and
what you do.
Get colleagues involved.
Don’t be afraid to ask for some Twitter love. Ask followers to retweet, mention or favorite
your tweets -- or to share content with a fresh tweet.
Track mentions -- and respond if appropriate.
Follow trends/hash tags.
Use images and videos.
Number of Twitter users in India from 2012 to 2017 (in millions)
LinkedIn has over 275 million business members worldwide. So, if you’re involved in business-
to-business marketing, LinkedIn is now a vital way of communicating with prospects and
customers. It’s attractive as a low-cost channel where the only cost can be your time and
commitment, but it also offers paid promotion opportunities.
At a personal level, LinkedIn is also essential to your career. Developing your network and
showcasing your experience is part of business life.
We have created this guide to help you both if you are new to LinkedIn as a business, or are trying
to make better use of it as an individual. This guide summarizes strategies and tips on how to
maximize the usage of this network by building and targeting connections to meet your goals.
As the premier business-to-business social network, LinkedIn is one of the most effective ways to
market to other businesses today. Read our LinkedIn Marketing
Guide for a comprehensive guide on best practices for using LinkedIn to market your business or
improve your personal profile. Our articles in this section alert readers to new features and
techniques and new approaches that work best
1. Establish an Optimized Presence.
2. Attract a Following.
3. Amplify Through Paid Promotion.
4. Analyze and Refine.
Email marketing is directly marketing a commercial message to a group of people using email. In
its broadest sense, every email sent to a potential or current customer could be considered email
marketing. It usually involves using email to send ads, request business, or solicit sales or
donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done
to either sold lists or a current customer database. Broadly, the term is usually used to refer to
sending email messages with the purpose of enhancing the relationship of a merchant with its
current or previous customers, to encourage customer loyalty and repeat business, acquiring new
customers or convincing current customers to purchase something immediately, and adding
advertisements to email messages sent by other companies to their customers.
This year has been called “The Year of Video Marketing,” as businesses find new, inventive ways
to use the medium to reach customers. Videos stand out on social media, giving customers a quick
overview of a product without overwhelming them with text. In less than thirty seconds, a customer
can get the information he needs about a business through a short, visually-appealing video.
Thanks to developments in tech tools, it’s easier than ever to create a fun video at little to no cost.
Businesses can use their own smartphone cameras or sign up for a service that creates animated
explainer videos. But it’s still important to carefully craft a strategy for your video-marketing
activities to maximize your reach.
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, is another SEO tactic. As of May 2015, mobile search has finally surpassed
desktop search, Google is developing and pushing mobile search as the future in all of its products
and many brands are beginning to take a different approach on their internet strategies
Advantages of Social media advancement
Brand building: Internet is right place for publicizing and SMO can viably make mindfulness about
brand, item and administrations quickly through person to person communication destinations.
Ease: SMO is more viable, both as far as cash and as a technique contrasted with conventional
Web index positioning: SMO can give you a decent gathering of back connects to empower your
positioning to be among the best quests.
Moment turnaround: Through SMO, your image will get deceivability in the well-known social
locales in the blink of an eye. For sure the most productive method for promoting.
Focusing on particular gathering of people: SMO endeavors to achieve particular client bunches
in light of their age, interests, area, sexual orientation and so forth lastly demonstrating
advantageous for your business.
The Ways to Achieve Social Media Optimization:
Getting connections to your site: Your site is promoted by the quantity of connections it has. In
this manner getting more connects to your site is a flat out need.
Making inbound connections: In web search tool operations, inbound connections assume a
fundamental part in advancing your website. You ought to acquaint more connections with your
locales and web journals to improve the survey of your site.
Bookmarking and labeling: Book checking can be accomplished by catches like "add to Facebook"
and is basic to enhance the deceivability of your site.
Enabling others to influence utilization of your substance: You too can download recordings from
YouTube to reinforce your website with a specific end goal to enlarge online movement to your
Making your substance go: With the assistance of sound, video records and PDF given to
destinations related with your market, it will help with working back connects to your site so the
online movement to your webpage is significantly expanded.
PAY PER CLICK:
Pay-per-click marketing is a way of using search engine advertising to generate clicks to your
website, rather than “earning” those clicks organically. You have seen those sponsored ads you
often see at the top of Google’s search results page, marked with a yellow label. That’s pay-per-
Google Ad Words for Pay-Per-Click Marketing:
Google Ad Words – by far the most popular PPC platform – operates on a pay-per-click model, in
which users bid on keywords and pay for each click on their advertisements. Every time a search
is initiated, Google digs into the pool of bidding Ad Words advertisers and chooses a set of winners
to appear in the ad space on its search results page. The “winners” are chosen based on a
combination of factors, including the quality and relevance of their keywords and ad text, as well
as the size of their keyword bids. For example, if Word Stream bid on the keyword “PPC software,”
our ad might show up in the very top spot on the Google results page.
SOCIAL MEDIA STRATEGY:
#1: Identify Business Goals
#2: Set Marketing Objectives
#3: Identify Ideal Customers
#4: Research Competition
#5: Choose Channels and Tactics
#6: Create a Content Strategy
#7: Allocate Budget and Resources
#8: Assign Roles
Background and Context
During my internship I worked on Email Marketing, SMO, SEO, and Social Media Marketing &
Social Networking for three different projects.
Raseelat Casa-POP- It is a product based company owned by Raseel Gujral Ansal India's
leading interior & lifestyle designer. They markets love high voltage living with its unique
and extraordinary, versatile original pieces of everyday luxury such as wallpapers, textile,
and tableware, and home ware, fashions asseccories and incidental furniture.
Casa Paradox- It is a service based company owned by same Raseel Gujral Ansal. They
provides luxury interior designs & always comes with some new & innovative ideas in the
field of Architecture & Interior Design.
Mara Jobs- It is also a service based company. Basically it is a job portal based in South Africa
& provides its service in many other countries like India, Germany, and Iceland etc. Marajobs, is
a part of esteemed Mara group of companies headquartered in Dubai. Mara group is a Pan-African
multi-sector business services company founded by Ashish J. Thakkar and it was established in
Scope & Objective
To do social media optimization for our all clients
To implement SEO for Raseel at Casa-POP
Building the network
Current marketing and resource that could be useful for Digital Marketing
Implementing Customer Relationship Management
In India only 16% people was using internet till end of 2013 & usages of internet is
increasing by 52% and its reach to 34.4% in June 2017 & increasing day by day.
Approx. 40% of business depends on Digital Marketing. With increasing of internet and
smartphone users soon in coming years around 90% business will be depend on online
marketing in India. After USA and UK, India deals with largest online shopping deals in
. Digital marketing becoming whole by taking different marketing like Brand
management, Service marketing, Promotion, CRM, etc...So scope for digital marketing is
high in world over.
This project will help in customer building and customer retention for MaraJobs, Casa-
POP & Casaparadox
This project will help to attract niche customers or clients to your website
Social Media Optimization helps to achieve better return on investment as it helps to
generate leads for the company
It influences readers to think that one of them have tried your product/service and is very
happy about the results – this creates a very positive impression of your business online
SMO creates a buzz on the Internet about your products/services, which helps your
company gain attention.
Under this project I also worked on Search Engine Optimization for Casa-POPwhich helps
its website to bring on the first page of Google
SEO simultaneously helps to make your website more navigable for users
When your website is in the top positions on the result pages translates to more exposure
for your website
Top positions on the search engine result pages receive a majority of the impressions, reach
& clicks, so ranking in the top positions definitely result in significant traffic increases for
DIGITAL MARKETING AREAS WHERE YOU CAN CHOOSE YOUR
Digital Marketing has vast area where you can choose your career for specific area
Firstly, the project involved researching on the competitors.
For Mara Jobs we find the competitors such as PNET i.e. is a job portal website in South
Africa. It is one of the leading online e-Recruitment Service Provider in South Africa. As
a member of the internationally recognized SAON Group, they have access to global
knowledge and resources of an e-Recruitment multinational
Another one is Jobberman Nigeria, it is also a job providing company in Nigeria. It works for
one of the most fundamental challenges of the society i.e. Unemployment. With a reputation for
excellence in enterprise support & best use of technology in solving problems, they have become
one of the top choice to both Jobseekers and Job Providers.
Next is BrighterMonday Kenya i.e. is East Africa’s one of the best job website. Founded in
Kenya in 2006 & have business in all East African markets, BrighterMonday is committed to the
goal of increasing the opportunities for East Africa’s job seekers and employers.
BrighterMonday is privately owned & forms part of the investment portfolio of One Africa Media
For Casa-POP we got the competitors such as INV Homes i.e. a home décor accessories
company, which provides online and offline products to their customers. They have their
retail outlets at New Delhi, Mumbai, and Hyderabad. Nitin Jain, Founder & Managing
Director of INV Homes has always believed in pushing the boundaries especially when it
comes to redefining affordable luxury in India.
Another compitiotr for Casa-POPis Address Home and it was launched in February 2008,
Address Home is a stylish, innovative, home decor, gifting and lifestyle destination
providing superior quality product with unique and eclectic styling ideas. Its collection
brings global look in a stylized home concept. Rajat, the founder and Creative director
travels around the globe looking selecting each product, visiting lifestyle fairs and
interacting with top designers around the world.
Next competitor of Casa-POP is Good Earth Home one of the leading home décor
accessories company in India. Established in 1996 with its first boutique at Kemps Corner,
Mumbai. Good Earth set standards for stylish luxury retail across India.
For Casaparadox we find the competitors like Architectural Digest India is one of the
international design authority, featuring the work of top architects and designers, as well
as the best in style, culture, travel, and shopping.
Another competitor is Contemporary Space
Next one is FleAffair was founded after a duo hailing from Delhi decided to break the ice
by launching first Online Flea Market. Little did they know that the concept that clicked
after realizing the absence of creative and inimitable products on internet, would nurture.
With the commitment, soon the ideation became a platform to serve the creators and the
Further, a study on the target audience, it was really one of the important task.
To find out the potential audience is very essential part of any SMO project as we have to cover
all the audience of different social media platforms.
For Mara Jobs we have targeted all the youth or collage going or pass out students who
lives in South Africa as well
For Casa-POP we have to specially target the audiences whose age is between 25 to 35,
and have high living stander
As this project was aimed at studying the market for all these three company we have to find the
hyper local region. As we can say the targeted area for our product and services.
For Mara Jobs we had targeted audience in Pan South Africa
For Casa-POP we have targeted audience in New Delhi, NCR, & Hyderabad, india,
For casaparadox we have targeted audience in New Delhi, NCR, & Hyderabad
Through further study we later found out about the different types of platform through which we
have to target our audience or promote our product and services
• Facebook- It is one of the largest platform in social media world. It have huge audience in
all over the world. On Facebook can use Creative Post, Effective content related to the
product, Polls, Live Videos, Carousal, Events and many more things for customer building.
• Instagram- Same as Facebook, Instagram also provides a good platforms for customer
building and promotion of your product and services through Pics, Live Videos etc
• Pinterest- It is the largest platform for pictures which have huge number of audience
• LinkedIn- It is useful for Blogs which helps in link building
• Google+- It is a platform provided by google. It contains images as well as contents
• WordPress- It is especially for blogs. It gives verity oof options to write blog along with
• Blogger- It is also a blog website provided by google
• Tumbler- It contains both blogs and pictures
# For any promotional activity we have to Create business page on all the above platforms
Overview of Dissertation
The project involved doing lots of research work in the field of social media platforms as well
interacting with some people who are already working in this field.
It also involved recognizing the target audience/ possible customers, and getting knowledge about
the competitors in the market.
The following observations were made through the continuous study or research on the audience,
market, competitors, price etc.:-
1. For Mara jobs we have competitors like PNET, Jobberman Nigeria, BrighterMonday
Kenya. Audience for Mara Jobs is all the youths or collage going or pass out students. Mara
job is also for employment provider.
2. For Casa-POP competitors are INV Home, GoodEarth Home, AddressHome. The targeted
audience were female age group between 25 to 35, can sustain high living standers
3. For Casaparadox we have competitors like Architectural Digest India, Contemporary
Homes, FleAffair. The targeted audiences were
I have been working on this project since four months for all these three companies and
now there is some details of social media analytics of these companies.
Profile of the Organization
LetsRunDigital is an inspired team of tech nerds, thinkers, artists, story tellers and perfectionists,
united by our passion to constantly learn and reinvent, and we provide assistance in the virtual
world to help you succeed in the real one!
Basically, we provide 360o services to SMEs, startups and offline retailers, which are looking to
go digital on all platforms. Be it developing an interactive website or a functional mobile app, or
just marketing yourself on social media…we help you to make stronger connect with your target
or existing customers.
In this ever-growing digitized world, simply having a great idea doesn’t guarantee a successful
business. There are several challenges associated with technology, some of which you may have
Losing prospective customers to competition due to inadequate digital presence.
Have a great idea but need assistance from inception->Design->prototype->Development
Spending hard earned profits on ad spends/ deep discounts and still unable to find the right
Being inaccessible to clients on convenient devices like mobiles, tablets etc.
Getting lost in the big, mad world of Internet because of lack of proper expertise.
Difficulty in creating a website that reflects the essence of your business in an attractive
and user-friendly way
High cost of maintaining IT departments with high employee attrition rates
Writing content strategically that grabs attention and doesn’t just impress, but impacts
We have the answer to all these and more! Use LetsRunDigital for:
Mobile App Development
Design and Customer Experience
SEO-SEM for optimized searches
Content Writing for products and blogs
Social Media Marketing with targeted reach
Outsourcing your IT needs
S. no Research Design
1 Research Area Digital Marketing
2 Period of study 4 Months
3 Research Approach Descriptive & Exploratory study
4 Research Questions 1. How to find the trends?
2. How to implement with less cost?
3. How to find the Flaw in the current marketing method?
4. How to find the suitable and effective digital marketing
channel for the business?
5 Research objectives Primary objective:
1. SEO & Framing Better Digital marketing strategy With no cost?
1. How we are going build the network?
2. Analyze the best current marketing and resource that could be
useful for Digital marketing?
3. How-to Implement CRM & Branding?
6 Secondary Data From
1. Referring Online books, Websites.
3. Alision Online Course
This study will help the people to understand the how essential is digital marketing and its impact
The social media marketing will take some time to show its results even though it is a long term
strategy. But Email marketing will have an immediate impact.
It will help to build brand image through CRM by identifying the strength and weakness.
It helps in audience building & lead generation for any product & services.
If you run any paid campaign on Facebook, it will really boost up your promotion very quickly.
Facebook is also a good option for Organic Reach.
SEO is also very important for any website as it helps in getting traffic from the free, organic,
editorial or natural search results on search engines.
Suggestions & Recommendation
Here at Lets Run Digital, due to lack of verities of project, learning was limited.
As we have only three clients, one from employment background and other two were from
architecture and home décor so my research was very much limited.
There was lack of follow up with the clients, which is very important for customer retention.
Lack of lead generation, as company have limited employee, they were too busy in maintaining
their customer, so they cannot work on the lead generation for their own company.
This study implies that:
Company should focus on client building.
Get some more profitable & interesting projects
Maintain good relationship with their clients
Work on some fields of digital marketing, as it have very large scope for company as well
as for employees
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